The Global Branding of Stella Artois* Synopsis Interbrew had developed into the world’s fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently‚ senior management had decided to develop one of their premium beers‚ Stella Artois‚ as a global brand. This case examines the early stages of Interbrew’s global branding strategy and tactics‚ enabling students to consider these concepts in the context of a
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MARKETING MANAGEMENT Heineken N.V.: Global Branding and Advertising - INDEX 1. EXECUTIVE SUMMARY...................................................................................... 2 2. SITUATION ANALYSIS ...................................................................................... 2 2.1 The Company Profile 2.2 The Heineken Brand 3. SWOT ANALYSIS................................................................................................ 7 3.1 Strengths 3.2 3.3 Opportunities
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1. It makes sense for Interbrew‚ a simple Belgium brewery to develop a global brand in order to increase volumes‚ to maximize sales revenues and to lessen its dependence on Belgium and Canada‚ its two primary markets. As the world beer industry which was divided among four leading brewing companies accounted for only 22% of the global volume‚ this reflected a great opportunities easing the global expansion of Stella Artois. In mature markets‚ Interbrew maintained its existing market shares and improved
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Global Branding of Stella Artois Table of Contents Problem Statement 3 Symptoms 3 Problem Analysis 3 Boston Consulting Group Matrix 3 Porters Five-Forces Model 4 Product Life Cycle 6 Generic Strategies 6 Alternatives 7 Alternative 1: Global Strategy 7 Alternative 2: Multidomestic Strategy 7 Alternative 3: Transnational Strategy 8 Recommendation 8 Implementation 9 Appendices Appendix 1 – Boston Consulting Group Matrix 11 Appendix 2 – Porters Five-Forces Model
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Harvard Business School “Customer Centric Global Branding: Lessons from Latin America” Rohit Deshpandé‚ Harvard Business School rdeshpande@hbs.edu Global Branding Conference Koc University Istanbul 22 June 2010 © 2007 rdeshpande@hbs.edu 2010 Harvard Business School The “Provenance Problem” When “made in (emergent country)” doesn’t help: Made in Brazil Made in Russia Made in India Made in China B.R.I.C. or Kenya or Turkey or Vietnam © 2007 rdeshpande@hbs.edu 2010 Harvard Business School
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CASE: SM-151 DATE: 05/16/06 INFOSYS CONSULTING IN 2006: LEADING THE NEXT GENERATION OF BUSINESS AND INFORMATION TECHNOLOGY CONSULTING There is no doubt in my mind that five years from now‚ the Infosys Consulting model will be the standard way of doing things where technology development is done off-site. We are one of the fastest growing IT consulting firms in the world. Our major bottlenecks right now are convincing clients to break with old habits and take a chance on a new‚ better model and
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MN1026 Global Challenges for Business‚ Management & Leadership Individual Assignment Neringa Balaikaite ID number:11067082 Tutor: Azadeh Tavousian Date: 25 May 2012 CONTENT PAGE 1.0 Introduction.............................................................................................. 3 2.0 Application 2.1 RBS and globalisation....................................................................... 5 2
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What is Infosys Technologies’ strategic position in the IT industry in 2006‚ and what are its distinctive competencies? Where does it fit in the industry value chain? (20 pts) Infosys Technologies was founded in 1981 to design‚ develop‚ and maintain software for US Corporate clients in banking‚ manufacturing and telecommunications (Lok 2005). In 2006‚ the market for IT services was large and growing (Hill and Jones). Forrester Research forecasted in 2003 that IT consulting would grow at
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[pic] Infosys Limited (NYSE: INFY) was started in 1981 by seven people with US$ 250. Today‚ we are a global leader in consulting‚ technology and outsourcing with revenues of US$ 7.231 billion (LTM Q3 FY13). Many of the world’s most successful organizations rely on Infosys to deliver measurable business value. Infosys provides business consulting‚ technology‚ engineering and outsourcing services to help clients in over 30 countries build tomorrow’s enterprise. Our award-winning Infosys Labs and
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Infosys Consulting in 2006 : Leading the next generation of business and IT consulting Overview Infosys Technologies Limited เป็นบริษัทที่ให้บริการด้านเทคโนโลยีซึ่งก่อตั้งเมื่อปี ค.ศ.1981 ซึ่งให้บริการทางด้าน การให้คำปรึกษา‚ การออกแบบ‚ การพัฒนา‚ software ทางด้าน re-engineering‚ การบำรุงรักษา ฯลฯ ปัจจุบัน Infosys มีสำนักงานสาขากระจายอยู่ทั่วทั้งโลก เช่น Infosys Technologies (Australia) Pty.Limited (Infosys Autralia) ‚ Infosys Technologies (Shanghai) Co.Limited (Infosys Chaina)
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