跨国公司管理案例例子(1)资料教材.pptVIP

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 worlds fourth lardest brewer,contemplated the further development of their premium product,Stella Artois, as the companys flagship brand （旗舰品牌）in key markets around the world.Although 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 Brussels.In 1717, when it was purchased by its master brewer, Sebastiaan Artios, the brewery changed its name to Artois. expansion(扩张) acquisition（并购） brand portfolio （品牌组合） a phase of rapid growth Through acquisition expenditures of US$2.5 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. 4 World Market For Beer Growth Markets In the 1190s, the world beer market was growing at annual rate of one to two percent.In 1998,beer consumption reached a total of 1.3 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. 5 22% 78% 44% 60% 22% Bring more operations under a common administration In some cases, beer brand had hundreds of years of heritage behind them and had become such an integral part of everyday life that consumers were often fiercely loyal to their local brew the measures Through Interbrews acquisitions in the 1990s,the company had expanded rapidly.During this period the companys total volumes had increased more tha