Análisis para el desarrollo de las MIPYMES productoras de cerveza artesanal en el mercado de la Conurbanción de Guayaquil
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La población del Ecuador en general, y de la ciudad de Guayaquil y sus áreas de influencia como son las parroquias urbanas de La Puntilla de Samborondón y La Aurora de Daule (en las que se asientan numerosas urbanizaciones residenciales con una alta demografía), así como en el cantón Durán, presentan en líneas generales una alta predilección por el consumo de cerveza a nivel de todas las edades adultas, y en todos los estratos socioeconómicos independientemente del sexo; el consumo de esta bebida alcohólica se ha vuelto una costumbre a nivel social, deportivo y cultural. En este escenario, ha surgido una opción de cerveza denominada “cerveza artesanal”, que ofrece nuevos sabores, y se estima de mejor calidad y sabor que la “cerveza industrial”, por lo que rápidamente está ganando un importante espacio dentro del mercado de bebidas alcohólicas a nivel nacional y local. Hasta la presente fecha, la oferta de cerveza artesanal se encuentra en niveles incipientes de producción, y se maneja principalmente a nivel de microempresas, ya que ninguna participante categorizado como “empresa grande” ha invertido en esta rama productiva. Este mercado se presenta sumamente atractivo, por lo que esta nueva tendencia del mercado amerita un análisis formal, ya que se estima que crecerá de manera continua y presentará escenarios propicios de producción para el consumo interno, que eventualmente podrían evolucionar hasta convertirse en productos exportables no tradicionales, tomando en cuenta la alta aceptación de este tipo de bebidas tanto a nivel nacional como internacional.
The population of Ecuador in general and the city of Guayaquil and its areas of influence such as urban parishes of La Puntilla Samborondón and the Aurora Daule (where numerous residential developments with high demographics are based) and in the canton Duran, they have generally high predilection for beer consumption level of all adult ages and all socioeconomic strata regardless of gender; consumption of this alcoholic beverage has become a custom to social, sporting and cultural level. In this scenario, there has been a choice of beer called "Brew", offering new flavors, and it is estimated better quality and taste "industrial beer", which is rapidly gaining an important place in the beverage market alcoholic at national and local level. To date, the offer craft beer is in incipient production levels, and mainly handles micro level, since no participant categorized as "large company" has invested in this productive branch. This market appears very attractive, so this new market trend merits a formal analysis, since it is estimated to grow continuously and present favorable scenarios production for domestic consumption, which would eventually evolve into exportable products not traditional, taking into account the high acceptance of this type of beverage both nationally and internationally.
The population of Ecuador in general and the city of Guayaquil and its areas of influence such as urban parishes of La Puntilla Samborondón and the Aurora Daule (where numerous residential developments with high demographics are based) and in the canton Duran, they have generally high predilection for beer consumption level of all adult ages and all socioeconomic strata regardless of gender; consumption of this alcoholic beverage has become a custom to social, sporting and cultural level. In this scenario, there has been a choice of beer called "Brew", offering new flavors, and it is estimated better quality and taste "industrial beer", which is rapidly gaining an important place in the beverage market alcoholic at national and local level. To date, the offer craft beer is in incipient production levels, and mainly handles micro level, since no participant categorized as "large company" has invested in this productive branch. This market appears very attractive, so this new market trend merits a formal analysis, since it is estimated to grow continuously and present favorable scenarios production for domestic consumption, which would eventually evolve into exportable products not traditional, taking into account the high acceptance of this type of beverage both nationally and internationally.
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ANÁLISIS DE MERCADO, PRODUCCIÓN Y COMERCIALIZACIÓN DE CERVEZA ARTESANAL EN GUAYAQUIL, EMPRENDEDORISMO