Impacto econômico-financeiro das estratégias de mix de produtos e de inovação tecnológica como vantagem competitiva: estudo de caso na AMBEV no período de 2019 a 2021

Abstract

The beverage sector represents an important part of the manufacturing industry and the global economy. Faced with the Covid-19 pandemic, companies in this segment needed to reinvent themselves quickly, given the restrictions that changed consumer behavior, consumption occasions and the dynamics of the on-trade and off-trade channels. In view of the above, the general objective of this study was, through an analysis of the economic-financial situation of Ambev SA, to verify the impact on the financial results generated by the product mix and technological innovation strategies to increase the market share in the period of Covid-19 pandemic, between 2019 and 2021. The study was undertaken through a literature search on the beverage sector, analysis techniques and product mix strategy; then, the comparison of indicators that analyze liquidity, structure, indebtedness, profitability and synergies between the years 2019 to 2021 is presented; and, finally, it is concluded that the investments in technology and portfolio increase positively impacted the commercial and financial results of Ambev S.A. in the period studied.