Transformación digital y mejora de la experiencia del consumidor en la industria cervecera: un estudio de caso en la Cervecería Malayerba.

Abstract

Abstract: This project explores digital transformation in the beer industry, focusing on enhancing consumer experience, using the Malayerba Brewery as a case study. It begins with a review of digitalization and the evolution towards Industry 4.0, analyzing how these changes impact consumer experience. Furthermore, it examines the global and Ecuadorian beer market, with a special focus on digitalization. A detailed diagnosis of Malayerba Brewery's internal and external environment is conducted, evaluating its level of digitalization and analyzing its strengths, opportunities, weaknesses, and threats. Based on this analysis, the implementation of a self-service platform for craft beer is proposed. This platform aims not only to incorporate elements of digital transformation but also to significantly enrich the customer experience. Additionally, a digital marketing strategy is developed to enhance the brand's presence in the virtual environment. The project concludes with the development of a digital prototype that not only demonstrates the feasibility of the proposal but also establishes a replicable model for innovation in consumer experience in the beverage industry in general.