Case: Pamplona Craft Beer: A regional brand

Abstract

Cerveza Pamplona Artesanal is a craft beer venture, born as a family business model eight years ago in Cucuta (Colombia), and for four years it began its business formalization, establishing its production plant in Pamplona. To date, it has carried out various strategies to market its products, but it seeks to expand and position the brand in other markets. The objective of the case is for the reader to determine the strengths, weaknesses, threats, and opportunities that the company has and suggest marketing strategies that will allow to achieve that the company can achieve its objective of positioning itself in the local, regional, and national market.