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Abstract(s)
O presente projeto de mestrado aborda o universo desafiador da indústria de cervejas artesanais, com principal foco na análise da empresa lisboeta, Cerveja Independente MUSA. O objetivo central é conceber e analisar a implementação de um plano de marketing estratégico, adaptado às caraterísticas específicas do mercado de cervejas artesanais. Ao mesmo tempo, são destacadas as características distintivas que fazem da MUSA uma entidade proeminente nesta indústria, e analisado parte deste setor emergente em diversas zonas do mundo, e nomeadamente, em Portugal.
The present master's degree project aims to address the challenging universe of the craft beer industry, with a primary focus on the analysis of the Lisbon-based company, Cerveja Independente MUSA. The main objective is to conceive and analyze the implementation of a strategic marketing plan, tailored to the specific characteristics of the craft beer market. At the same time, the distinctive features that make MUSA a prominent entity in this industry are highlighted, and a portion of this emerging sector in different zones around the world is analyzed, particularly in Portugal.
The present master's degree project aims to address the challenging universe of the craft beer industry, with a primary focus on the analysis of the Lisbon-based company, Cerveja Independente MUSA. The main objective is to conceive and analyze the implementation of a strategic marketing plan, tailored to the specific characteristics of the craft beer market. At the same time, the distinctive features that make MUSA a prominent entity in this industry are highlighted, and a portion of this emerging sector in different zones around the world is analyzed, particularly in Portugal.
Description
Keywords
Plano de marketing Cerveja Artesanal