Case 13
strategic Corporate Management
28 whitethorn 2011
Case 13
Executive Summary
Corona Mexican Leader in Beer Market and Global Player From a traditional Mexican beer brewer to a worldwide player Globalisation dodge Ranked in the global top-ten of beer producers Distribution Channels close-fitting and elaborate partnership with distributors Marketing Strategy
Fun in the sunlight successful marketing image Campaigns focus on the crossing and the image
Challenge: Consolidation in Industry Main competitors set out through inorganic growth (e. g. mergers)
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irresolution 1
Industry
What are the dominant business and economic characteristics of the global beer industry? Business Characteristics
Business
T/O-Matrix
Threats Opportunities
Competitive environment Domestic juristic differences Few large brewery companies but many labels
Merger of Anheuser-Busch and InBev
Economies of scale
economic Characteristics
Economy
Shift from local to global markets Opportunities and threats of globalising Strong local markets:
Germany UK
reasoned restrictions
Asian market potential
Changing demand (e. g.
variety of intersection point range to mixed-beers)
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2
Question 2
Key triumph Factors
What do you see as the key success factors for firms in the global beer industry? Think global, act local
reckoning tonic markets but using economies of scale Maintain local brands Understand local cultures (e. g. France prefers wine but Germany prefers beer)
React appropriately towards changing demand Assure appropriate infrastructure and access to huffy material exploring new markets Finally to diversify towards foreign segments (e. g. Grupo Modelos joint venture with Nestlé producing water)
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Question 3
Strategic Group Map
What does a strategic group map of the global beer industry look like? How strongly is Grupo Modelo positioned in the...If you exigency to get a full essay, order it on our website: Orderessay
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