Stella Artois Global Expansion

Case:The Global Branding of Stella Artois

1. In developing a global brand, Interbrew would need to make drastic changes in terms of doing business. Not only would a global brand development director need to be at the head of decisions, but all of these decisions made, will need to be consistent and agreed upon entirely. Marketing strategies will forever be a struggle, as ad campaigns will differ. Developing a global brand would mean implementing an entirely new and very strict game plan with no exceptions. I personally do not believe it makes absolute sense for Interbrew to take such in depth measures. Interbrew’s goals are to attain long term volume potential and penetrate the top three brands. I would have assumed that this firm already has a chance to do so in regards to all of their other efforts globally.

On the contrary, there is potential for Interbrew developing this brand when looking more into the economic side of business. The concept of the middle class slowly sifting into each end of the economic spectrum has in the past and is currently said to be affecting both products and services in the market. Furthermore, focusing on a premium or specialty lager, globally, might put Interbrew at an advantage. Also, one of their main goals would be achieved in doing so. Interbrew wanted to lessen their dependence on their two traditional markets: Belgium and Canada. Building this global brand could very well achieve high volumes and increase sales returns. Goals could be achieved, but not with minimal effort. As mentioned above, developing this brand will take work and a whole new approach.

2. Stella Artois does appear to be the right choice as the company’s flagship brand. Immediate success globally is one of the few key reasons Stella Artois makes for a dominant brand. Consumer interest increased immensely over 5 years time, announcing very positive and promising success in the future. A minor setback was faced with the brand being deemed...