Bibliographic citations
Carlos, M., Santana, N. (2024). Desarrollo de un plan de negocios para la fabricación y comercialización de cerveza 100% artesanal natural a través de la metodología Design Thinking y herramientas de Fuzzy Front End en la provincia de Huancayo [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/683632
Carlos, M., Santana, N. Desarrollo de un plan de negocios para la fabricación y comercialización de cerveza 100% artesanal natural a través de la metodología Design Thinking y herramientas de Fuzzy Front End en la provincia de Huancayo [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/683632
@misc{renati/1300712,
title = "Desarrollo de un plan de negocios para la fabricación y comercialización de cerveza 100% artesanal natural a través de la metodología Design Thinking y herramientas de Fuzzy Front End en la provincia de Huancayo",
author = "Santana Parra, Norelia Milagros",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This research focuses on developing a business plan for the production and marketing of 100% natural craft beer in the Huancayo province, utilizing Design Thinking methodology and tools from the Fuzzy Front End. The primary objective of the project is to meet the growing demand for craft beers by promoting local ingredients and contributing to the sector's growth. The craft beer market in Peru accounts for approximately 1% of total consumption, with an annual projected growth rate of 4.90% until 2032, driven by consumers' increasing preference for high-quality, non-traditional options. The proposal emphasizes the Ayarhuasca brand, which incorporates Andean fruits, medicinal herbs, and honey into its recipes, offering unique nutritional and sensory properties. For the development of the business plan, a mixed-methods approach was employed, applying the Design Thinking framework as a useful methodology during the initial innovation phase of the Fuzzy Front End. Key stages include understanding consumer needs, ideation, prototyping, and testing beer formulations. Additionally, Fuzzy Front-End tools were used to validate the concept's viability through iterative feedback from potential consumers. The study's results demonstrated the project's feasibility and positive feedback from the target audience regarding Ayarhuasca craft beer consumption. Findings suggest that with appropriate strategic planning and targeted marketing, this craft beer business can successfully penetrate the local market and expand into broader segments.
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