The Global Branding of Stella Artois

International School of ManagementDBA ProgramThe global branding of Stella Artois |

Table of Contents:

Abstract:

Introduction:

I. Analysis of the Stella Artois Brand

II. PEST Analysis of the premium beer market

III. Development of a global brand

IV. Stella Artois as the flagship brand

V. Pros and Cons of the Internationalization of Stella Artois

VI. The internet and the success of Stella Artois.

Conclusion:

Bibliography:

Abstract:

The International Process

Once the firm has passed the cultural barriers and had its first experience of foreign operations, it is generally willing to conquer one market after another. (Carlsson, 1996)

In 2000 a case analysis of Interbrew brewing company was conducted by Professors Paul W. Blemish and Anthony Goerzen. This case analysis analyzed the internationalization of one of it premium beer brands, Stella Artois, which was one of the organizations longest standing premium beer brands. The case outlines how Interbrew had to focus its brand on key markets within the global community by breaking them down into smaller segments and concentrating on certain cities rather than the country itself. The analysis outlines how the organization created economies of scale by implementing a centralized global branding program, while adhering to a strategic marketing budget. The premise of the analysis is to understand how the use of the internationalization process helped Interbrew to create a strategy to which the introduction of a new product into the market place will create changes within Interbrew that have an effect on the organization s future in 3 to 5 years, as well as continuing the growth of the Stella Artois brand. The use of Interbrew's core global programs and the local support created a brand that facilitated the potential for continual growth of the product as well as created the potential for new processes of internationalization of other products as well such as the Labatt Blue...