Strategic Approaches to enhance competitiveness in the Craft Brewing Industry of Tecate, Baja California.

Abstract

Craft beer has grown significantly at a global level, especially for its innovation in flavors. In Tecate, Baja California, despite its brewing potential, there is a lack of detailed information about its craft industry. This study, using Porter's five forces model, analyzes the local market to identify strategies to improve competitiveness and economic development. Tecate's microbreweries employ differentiation strategies in a growing market, but face challenges such as high costs, competition, and exchange rate fluctuations. The research underscores the importance of maintaining competitive prices, improving product quality and availability, and negotiating efficiently with suppliers. It also highlights the need for effective promotion and collaboration between breweries and other entities to overcome these challenges and strengthen the industry.