Estrategias de Mejora en Destilería Montreal: Un Enfoque QFD para el Posicionamiento Competitivo en Bebidas Alcohólicas

Abstract

Quality analysis in any field aims to identify the fundamental characteristics for both producers and consumers, enabling a comprehensive evaluation of the production process. The artisanal production of liquor is closely tied to quality control, as control standards must be in place from the very first stage to ensure compliance. This is essential both because it is a consumer product and because such standards are necessary to obtain commercialization permits. In the city of Cuenca, Ecuador, this market is experiencing growth, with an increasing contribution from both artisanal and industrially produced liquors. The research focuses on the Capulí Liquor Product as its flagship, which holds significant market potential. For the analysis, the House of Quality methodology within the framework of Quality Function Deployment (QFD) was employed. This approach allowed for the identification of essential quality attributes as determined by liquor experts, namely: aroma, alcohol content, color, price, and density. The findings revealed that, for these variables, the studied venture demonstrates lower quality compared to its competitors. Based on this, specific recommendations for improvement have been established.