Corona Beer
Identify and discuss the trends in the global beer markets. Having a large international presence, the brewing of beer has in the past been a local industry with only a few industries. In the previous decades there has seen increasing consolidation within the industry. In 2003, sales totaled more than 1,400 million hectoliters. The major drive for growth came from higher consumption in developing countries, such as China. The better-known beer markets, volume growth was sluggish due to the rising saturation. The lifestyle trends are encouraging a big shift away from the beer consumption’s, as health consciousness boost and engage consumers to cut back or cut down on heavy drinking. In the fashion trends upon alternative drinks, such as wine, FAB’s and bottled water, has also forced growth in beer sales. In addition, stricter drinking and driving legislation is discouraging consumers from drinking away from home. The rise in disposable income, enhancements in the quality of beer, marketing and advertising activities, and a gradually growing beer-consuming population base are predominantly driving global beer volumes. A continuing trend obviously in emerging and growth markets is the replacement of beer in place of customary beer, local spirits. Rising incomes and increasing awareness towards brands and marketing compels this trend. Also, the demographic changes towards increasing westernization and urbanization of tastes among younger generations have sustained the change towards beer. In a full-grown market, consumption rates differ based on product isolation, and advertising and sponsorship activities.
Discuss how Modelo’s international expansion was made possible through strategic partnerships with experienced distributors in local markets. Corona’s rise to glory could be recognized to its distinctive and radiant marketing promotion, which was a direct effect of the international approach undertaken by Grupo Modelo when it extended into the United
Discuss how Modelo’s international expansion was made possible through strategic partnerships with experienced distributors in local markets. Corona’s rise to glory could be recognized to its distinctive and radiant marketing promotion, which was a direct effect of the international approach undertaken by Grupo Modelo when it extended into the United
References: Brown C. Roath & J. Pheann J. 20091130 Corona Beer: From a Local Mexican Player to a Global Brand Case Analysis) Brown, C., Roath, J., & Pheann, J. (2009, November). Corona Beer: From a Local Mexican Player to a Global Brand. In J. Portz (Ed.), Crafting & Executing Strategy: the Quest for Competitive Advantage Concepts and Cases. New York, New York: McGraw-Hill Learning Solutions. Corona Beer: From a Local Mexican layer to a Global Brand Case Analysis. Retrieved November 07, 2011, 2011, from www.plu.edu/~beechujs/doc/corona.doc (Management Review: Markets and Strategy 20090615 Trends in the Global Beer Markets) Management Review: Markets and Strategy. (2009, June). Durchslag, A. (January 01, 2008). Budweiser 's last bow: Grupo Modelo, Mexico 's number one beer maker behind the Corona brand, will not give InBev, the Brazilian-Belgian brewer of Stella Artois, a clear run when it comes to buying Budweiser owner Anheuser-Busch for US$52bn in cash. Acquisitions Monthly, 289, 16-17. Goodman, E. (2003). Corona: The inside story of America 's #1 imported beer. Hoboken, N.J: Wiley. Thompson, A.A., Strickland, A.J., & Gamble, J.E. (2010). Crafting and executing strategy; The quest for competitive advantage: Concepts and cases: 2009 custom edition (17th ed.). New York, NY: McGraw-Hill-Irwin. (Wikipedia 20100802 Beer in Australia) Wikipedia.(2011, November). Beer in Australia. Retrieved November 7, 2011, from http://en.wikipedia.org/wiki/Beer_in_Australia