The Global Branding of Stella Artois

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THE GLOBAL BRANDING OF STELLA ARTOIS

Jan-Daniel Laufhütte Individual Assignment in International Marketing IIM-3-424

London South Bank University 21/11/03

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The Global Branding of STELLA ARTOIS

Table of contents List of Figures.................................................................................i Interbrew in brief ...........................................................................1 The Beer Market structure ............................................................1 Interbrew’s Positioning .................................................................4 The global STELLA ARTOIS brand launch ..................................6 Does market segmentation make sense?....................................7 Conclusion.....................................................................................9 References .....................................................................................ii

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The Global Branding of STELLA ARTOIS

List of Figures Figure1: PEST-Analysis ................................................................ 1 Figure 2: Life-Cycle-Model............................................................ 2 Figure 3: Porter’s 5 Forces ........................................................... 3 Figure 4: The BCG-Matrix ............................................................. 4 Figure 5: SWOT-Analysis.............................................................. 5 Figure 6: Ansoff’s Product-Market-Matrix ................................... 8 Figure 7: Segmentspezifische Marktbearbeitungsstrategien (FRETER 1983)............................................................................... 9

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The Global Branding of STELLA ARTOIS

Interbrew in brief
Interbrew’s roots can be traced back to 1366, to the Den Hoorn brewery. Through merger and acquisition Interbrew became the world’s fourth largest brewer. The company’s expansion started with the acquisition of Leffe Brewery in Belgium in 1954. Interbrew fourfold its production from 14.7 million hls (in 1992) to 57.5 million hls (in 1998).

The Beer Market structure
The worldwide markets were during the 1990s influenced by a number of major trends (see Figure 2). The “opening” of the Central- and Eastern-European countries marked the beginning of the last decade. The Asian crisis shocked the financial markets in 1997. Through Internet and Satellite TV information can be spread all over the world within seconds. The developed countries show a growing conscious for environmental and health issues is notable. In the future a trend towards Premium and Specialty Beer is expected. Figure 1: PEST-Analysis POLITICAL “Opening” Europe of Central-& Eastern

ECONOMICAL
Business Cycles: Mature Markets vs. Growth Markets Asian financial crisis

Tight social policies consumption

on alcohol

Lifestyle changes: emerging wine culture in some key markets Growing health conscious: Diet/Light Beers & Mixeries Trend towards premium & specialty products

Introduction of global medias

SOCIOCULTURAL

TECHNOLOGICAL

Source: JOHNSON, G. / SCHOLES, K. (2002): Exploring Corporate Strategy. 6th edition, Harlow: Prentice-Hall, p.100.

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The Global Branding of STELLA ARTOIS The worldwide Beer for beer grew in the 1990s with 1-2% per year. But there were significantly regional differences in market size and market growth between Mature Markets and Growth Markets (see Figure 2). Mature Markets, e.g. the North Americas, New Zealand/Australia and Western Europe have shrinking beer markets, because of market saturation. At its opposite Growth Markets in Asia, Central-and Eastern-Europe and Central- and South-America are in an early stage of development and still offer a huge potential for the beer brewers. Figure 2: Life-Cycle-Model GROWTH MARKET SIZE IN lpc WesternEurope NorthernAmericas NZL / AUS

Central-& SouthAmerica Asia

Central-& Eastern-Europe

DEVELOPMENT

GROWTH

SHAKEOUT

MATURITY...
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