跨国公司管理案例(1).pptxVIP

The Global Branding of Stella Artois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.A Brief History of Interbrewexpansion(扩张)acquisition（并购）brand portfolio（品牌组合）a phase of rapid growthThrough 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. 4The International Market for Beer国际啤酒市场World Market For BeerMature MarketsGrowth MarketsNorth America Western Europe AustralasiaLatin America AsiaCentralEuropeEastern EuropeRussia 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. 5The International Market for Beer国际啤酒市场 top four piayerssoft drink industrytobaccospiritsOpportunitieseconomies of scale in production advertising distributionBeer Induetry Structure啤酒产业的结构22%78%44%60%22% the ratio of fixed vers