跨国公司管理案例.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