Marketing Corona in Japan

Powerful Essays
Topics: Brand, Marketing, Japan
Case Analysis Questions MKT 523
Marketing Corona in Japan
Marian Stefan
Tiffin University

Case Analysis Questions MKT 523
Marketing Corona in Japan

1. How aligned are Modelo’s, EBI’s and NS’s short and long-term interests ?

In recent times, the market changes affected the short and long-term interest of Modelo, Export Brands International and Nippon Spirits. It was clear that the big picture was extremely difficult to see from the same united perspective as in the past, thus making the Japanese Corona business quite uncertain.

Corona had a success of almost one decade in the Japanese market also due to the clear and structured partnership between Modelo, Export Brands International and Nippon Spirits. It was very simple as Modelo produced the beer, Export Brands International coordinated delivery and developed the Japanese marketing strategy, and Nippon Spirits distributed and implemented marketing tactics.

The pressure of globalization pushed Modelo to consolidate marketing communications throughout the Asia-Pacific region. In fact the entry of Corona to Japan wanted to be a bridge towards an incursion into other Asian markets that until the end happened with success. This was an objective as it was known that Japanese were Asian trendsetters, and their example will be followed by other countries in the region. But the above Modelo decision affected Export Brands International and Nippon Spirits, as both lost some of their functions and autonomy. Instead Modelo became more involved, deciding to restructure operations, and to develop a more standardized brand image while reaping economies of scale. It was clear that the short and long term interest of the 3 partners was not aligned in the same direction, and somehow the benefits for each party involved were different. Much more, because the market was evolving, important changes took place as for example a trend to switch back to more affordable domestic

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