Case 17 - Corona Beer: From a Local Mexican Player

Corona Beer: From a Local Mexican Player to a Global Brand Case 13 strategic integrated Management 28 whitethorn 2011 Case 13 administrator Summary Corona Mexican Leader in Beer commercialise and Global Player From a traditional Mexican beer beer maker to a worldwide player Globalisation dodge be in the global top-ten of beer producers Distribution Channels close-fitting and expound partnership with distributors Marketing Strategy Fun in the cheerfulness successful marketing image Campaigns focus on the miscegenation and the image Challenge: Consolidation in Industry master(prenominal) competitors set out through inorganic growth (e. g. mergers) 28 May 2011 1  irresolution 1 Industry What are the dominant business and economic characteristics of the global beer industry? line of credit Characteristics Business T/O-Matrix Threats Opportunities Competitive environment Domestic juristic differences Few large brewery companies bu t many labels Merger of Anheuser-Busch and InBev Economies of crustal plate economic Characteristics Economy Shift from topical anesthetic to global markets Opportunities and threats of globalising beardown(prenominal) local markets: Germany UK reasoned restrictions Asian market potential ever-changing demand (e. g.

variety of intersection point range to mixed-beers) 28 May 2011 2 Question 2 Key dominate Factors What do you see as the key success factors for firms in the global beer industry? Think global, act local computing tonic markets but using economies of scale Maintain local brands Understand local cultures (e. g. France prefers win e but Germany prefers beer) React fittin! gly towards changing demand Assure appropriate infrastructure and retrieve to huffy material exploring new markets Finally to diversify towards orthogonal segments (e. g. Grupo Modelos joint venture with Nestlé producing water) 28 May 2011 3 Question 3 Strategic Group Map What does a strategic group map of the global beer industry pay heed like? How strongly is Grupo Modelo positioned in the...If you exigency to get a full essay, order it on our website: OrderEssay.net

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