Competitividad de la cerveza malta colombiana a nivel mundial (Klaus Esser)

Abstract

Through this work, strategies are proposed to improve the systemic competitiveness of Colombian malt beer and the factors that influence their development, to achieve a position within the international market industry and recognition in different countries of the world. The methodological approach was qualitative, since it allowed carrying out descriptive studies on Colombian malt beer, to specify its characteristics, production process, marketing, trade balance and competitiveness; all based on the general objective and the specific objectives set out in the research study, in order to improve competitiveness in Colombian malt brewers. Klaus Esser's theory allowed identifying systemic competitiveness strategies through the levels, micro, meso, macro and goal, to create a position and development in the Colombian malt beer industry, improving the deficit in the trade balance and thus potentiating said sector in the national and international market. From the different levels, competitiveness strategies were identified to boost the beer sector in Colombia; adapting it to new changes that have been generated in the market over time, and thus take advantage of new resources or opportunities, such as FTAs in force, technology in plants, innovation in production processes, among others. In this way, achieving growth and development in the industry to generate more possibilities to position itself worldwide, since it has great potential to contribute more to the country's economy and commerce.