Running mind: GLOB

SAUTERIE BRAN

NDING OF STELLA ARTOIS LAGER AR

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RTOIS CIRCUMSTANCE ANALYS

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Global Branding of Stella Artoi Case Ana

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Intercontinental Man

nagement – Assignmen 1

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Candidate: Emad Abou

uElgheit

ISM -- International University of Manageme

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Doctor of Philosophy (

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(Ph. D. )

Presented to: Professor Peter Horn

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twenty-two May 20

011

Term Coun 3, 750 Term (Excluding tables and grap

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1

GLOBAL BRANDING OF STELLA ARTOIS CASE ANALYSIS

a couple of

Abstract

The paper examines the case research conducted by Professors Paul W. Beamish and Anthony Goerzen in the year 2000 about Interbrew. The Belgium machine initiated in 1998 a brand the positive effect plan for its Stella Artois, among the oldest premium beer brands. 1 Following adjusting the globalization decide to focus only on crucial markets, understood to be cities rather than countries and centralizing global branding courses and promoting budget, the paper aims to analyze potential effectiveness of such changes, and pulls the main lines for the next 3 years marketing strategies and budget, aspiring to continue the internationalization with the Stella Artois brand including key global programs and localization support. The paper pieces expectations from the Stella Artois company internationalization system to the main point here and specifies measures towards the success from the globalization system. The daily news finally shows the role of the net in building the global manufacturer. As Interbrew identified Beck as its flagship brand to penetrate and develop even more global marketplaces, allocating intensive investments for the global system, analysis and implications for the next step in building the brand started to be vital for the company's foreseeable future prosperity and sustainment of its competitive edge.

Keywords: Interbrew, Stella Artois, Global Branding, Brand Administration, Brand Internationalization, Brand Globalization, New Marketplace Development, Internet Brand Building, Beer, Preparing, Belgium Ale, Case Evaluation

GLOBAL BRANDING OF STELLA ARTOIS CASE RESEARCH

3

Global Branding of Stella Artois Circumstance Analysis

Intercontinental Management – Assignment one particular

Introduction

The Belgium machine was grouped in 2150 as one of the top ten global brewers according to the percentage of intercontinental sales. The company sold around 87 percent of its total development to a limited number of market segments outside Athens in 1999, but its global market share through the top ten beverage markets come to only several. 6 percent in 1998 signifies strong space for long term growth. Interbrew saw a nominal but anticipated growth demand for premium and sophisticated beers and foreign brands between global buyers. 2 An argument that is maintained a research carried out in the United Kingdom in 1999 that predicted a growing require and motivation to pay a premium pertaining to specialty beverage. 3 Ale consumers were no diverse from the increasing number of global consumers who claimed a growing number of standardized product or service coming from shut needs and wants around the world, as a part of the globalization tendency. Interbrew was not the only brewer trying to influence a key global brad. Carlsberg and Heineken brands, for instance , were previously global in those days. 4 The theory was as well approached by the British, Scottish & Newcastle5 and Guinness6 in 2000. Accordingly, Interbrew was as well driven by the desire to match its best competitor's global strategy, offered the fact that the global developed markets had been already saturated and endured a slow growth level while appearing markets in Eastern The european union, Latin America, and Asia showed a more rapid expansion and elevating demand. 7 From an indoor perspective, creating a global brand should support organizations to optimize functions through coordination and integration of raw materials sourcing and production in global strategic locations, and globalizing marketing campaigns with bare minimum

GLOBAL BRANDING OF STELLA ARTOIS CASE RESEARCH

localization investments. Since Interbrew is an...

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