Priorização de diretrizes na gestão estratégica de uma microcervejaria

Abstract

Crafted beer market shows a relevant growth in the last years, however, there are few academic studies about the theme. Acting on this gap, the general objective of this work is to establish a compendium of guidelines in the strategic management of a local microbrewery to generate improvement in their organizational performance. For that, it will be employed the SWOT tool with the multi criteria hierarchy analyses AHP. Through the SWOT analyses, the weak and strong points, the threats and the weaknesses were identified, and, after, with the AHP method aid, the most relevant priorities for the organizational performance were hierarchized. With the results, it was possible to elaborate a compendium of guidelines to generate improvement in the strategic management of the studied microbrewery.