跨国公司管理案例(1).pptx

The Global Branding of Stella Artois
斯特拉·阿托伊斯啤酒的全球品牌战略
In April 2000,Paul Cooke, chief marketing officer of Interbrew,the world's fourth lardest brewer,contemplated the further development of their premium product,Stella Artois, as the company's flagship brand （旗舰品牌）in key markets around the the long-range plan for 2000-2002 had been approved,there still remained some important strategic issues to resolve.
Interbrew traced its origins back to 1366 to a brewery called Den Hoorn ,located in Leuven, a town just outside of 1717, when it was purchased by its master brewer, Sebastiaan Artios, the brewery changed its name to Artois.
A Brief History of Interbrew
expansion(扩张)
acquisition（并购）
brand portfolio
（品牌组合）
a phase of rapid growth
Through acquisition expenditures of US$ billion in the previous four years, Interbrew had transformed itself from a simple Belgian brewery into one of the largest beer companies in the world.
by the 1999,the company had become a brewer on a truly global scale that now derived more than 90 percent of its volume from markets outside Belgium. It remained a privately held company ,headquartered in Belgium, with subsidiaries and joint ventures in 23 countries across four continents.
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The International Market for Beer
国际啤酒市场
World Market For Beer
Mature Markets
Growth Markets
North America
Western Europe
Australasia
Latin America
Asia
CentralEurope
Eastern Europe
Russia
In the 1190s, the world beer market was growing at annual rate of one to two 1998,beer consumption reached a total of billion hectolitres(hls).There were, however, great regional differences in both market size and growth rates .Most industry analysts split the world market for beer between growth and mature markets.
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The International Market for Beer
国际啤酒市场
top four piayers
soft drink industry
tobacco
spirits
Opportunities
economies of scale