Estudo comparativo sobre a utilização do marketing digital dos concorrentes de uma empresa de fabricação e comércio de cerveja artesanal

Abstract

The objective of this article was to present a comparative study on the use of digital marketing by competitors of an artisanal beer manufacturing and trading company, and the specific objectives were: to conduct a market analysis; gather theoretical data on digital marketing, its tools, and strategies; identify strengths, weaknesses, risks, and opportunities; and propose improvements for the company under study. The adopted methodology was a case study, involving data collection and analysis to acquire knowledge on the subject. Two companies from the same sector were researched to gather data on the digital marketing tools and strategies used by these companies. Data collection was done through a questionnaire sent to the managers responsible for the marketing department in the companies. The same questionnaire was applied to the focus company of this study. The questionnaire was administered via Forms between March and April 2023, and the responses were subsequently analyzed. The results will help the company evaluate the implementation of digital marketing and its actions. Using the SWOT tool, a set of improvement suggestions was developed for the company's evaluation with the aim of enhancing strengths and overcoming identified weaknesses to achieve more success and competitiveness in the market.