预览加载中,请您耐心等待几秒...
1/10
2/10
3/10
4/10
5/10
6/10
7/10
8/10
9/10
10/10

亲,该文档总共33页,到这已经超出免费预览范围,如果喜欢就直接下载吧~

如果您无法下载资料,请参考说明:

1、部分资料下载需要金币,请确保您的账户上有足够的金币

2、已购买过的文档,再次下载不重复扣费

3、资料包下载后请先用软件解压,在使用对应软件打开

TheGlobalBrandingofStellaArtoisInApril2000PaulCookechiefmarketingofficerofInterbrewtheworld'sfourthlardestbrewercontemplatedthefurtherdevelopmentoftheirpremiumproductStellaArtoisasthecompany'sflagshipbrand(旗舰品牌)inkeymarketsaroundtheworld.Althoughthelong-rangeplanfor2000-2002hadbeenapprovedtherestillremainedsomeimportantstrategicissuestoresolve.Interbrewtraceditsoriginsbackto1366toabrewerycalledDenHoornlocatedinLeuvenatownjustoutsideofBrussels.In1717whenitwaspurchasedbyitsmasterbrewerSebastiaanArtiosthebrewerychangeditsnametoArtois.45ThroughInterbrew'sacquisitionsinthe1990sthecompanyhadexpandedrapidly.Duringthisperiodthecompany'stotalvolumeshadincreasedmorethanfourfold.Volumegrowthhadpropelledthecompanyintothenumberfourpositionamongtheworld'sbrewers.1.FollowingtheacquisitionofLabattin1995Interbrew'scorporatewasdividedintotwogeographiczones:theAmericaandEurope/Asia/Africa.RecentPerformanceInterbrewhadbeguntorationalizeitssupplybaseaswell.Interbrewbelievedthatinnovvechangesresultedsavingbothpartiesconderablesumseveryyear.Basedonthebeliefthattheworld'sbeermarketswouldundoergofurtherconsolidationInterbrew'smarketstrategywastobuildsignificantpositionsinmarketsthathadlong-termvolumegrowthpotential.141718192021222324252627281GlobalBranding32THANKSFORYOURATTENTION