跨国公司管理案例(1).pptxVIP

The Global Branding of Stella Artois;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. ;4;5;;;Through Interbrews acquisitions in the 1990s,the company had expanded rapidly.During this period the companys total volumes had increased more than fourfold. Volume growth had propelled the company into the number four position among the worlds brewers. ;1.Following the acquisition of Labatt in 1995,Interbrews corporate was divided intotwo geographic zones:the America and Europe /Asia/ Africa. ;Recent Performance;; Interbrew had begun to rationalize its supply base as well.Interbrew believed that innovve changes resulted,saving both parties conderable sums every year.; Based on the belief that the worldsbeer markets would undoergo further consolidation, Interbrews market strategy was to build significant positions in markets that had long-term volume growth potential.;14;;;17;18;19;20;21;22;23;24;25;26;27;28;1;Global Branding;;32;THANKS FOR YOUR ATTENTION;1、有时候读书是一种巧妙地避开思考的方法。九月-20九月-20Wednesday, September 09, 2020 2、阅读一切好书如同和过去最杰出的人谈话。09:29:3109:29:3109:299/9/2020 9:29:31 AM 3、越是没有本领的就越加自命不凡。九月-2009:29:3109:29Sep-2009-Sep-20 4、越是无能的人，越喜欢挑剔别人的错儿。09:29:3109:29:3109:29Wednesday, September 09, 2020 5、知人者智，自知者明。胜人者有力，自胜者强。九月-20九月-2009:29:3109:29:31September 09, 2020 6、意志坚强的人能把世界放在手中像泥块一样任意揉捏。09 九月 20209:29:31 上午09:29:31九月-20 7、最具挑战性的挑战莫过于提升自我。。九月 209:29 上午九月-2009:29September 09, 2020 8、业余生活要有意义，不要越轨。2020/