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Corona in the Global Beer Industry - Case Study Example

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The main research questions are: What are the dominant business and economic characteristics of the global beer industry? What are the key success factors for firms in the global beer industry?  What does a strategic group map of the global beer industry look like?…
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Corona in the Global Beer Industry
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"Corona in the Global Beer Industry"

Download file to see previous pages According to the research findings, it can, therefore, be said that the key success factors for firms in the global beer industry include good distribution strategy as well as a good marketing strategy. Since a beer is not consumed because of its taste, crafting a solid marketing strategy that would focus more on the consumers as to the image of the beer, creates a demand for it and strengthens the brand. Then companies have good distribution systems in order to make the beers available to consumers. The strategic group map of the global beer industry with dimensions such as beer quality and market volume, Grupo Modelo would be on the lower right side, Heineken at the upper right side, with the rest of the industry at the middle. Grupo Modelo is positioned in the industry with its escape positioning. This has given the company an edge over its rivals in the US market. However, in the global market, its positioning is quite shaky as this image is not embodied in the global brand as a global strategy. In terms of local operations, Grupo Modelo fares better than FEMSA as apparent in its market share. Internationally, FEMSA does not fare as good as Grupo Modelo as FEMSA has failed on its international venture. In comparing the positioning of Grupo Modelo to Heineken, Grupo Modelo has a positioning that targets a wider market, as it is based on the image that is associated with it, in contrast to Heinekens premium claims which is more based on taste. Because taste is not the most important attributes that beer and non-beer drinkers put a premium on, Grupo Modelos positioning is on a stronger ground. ...Download file to see next pagesRead More
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