Beer and Corona
01. Executive Summary
Corona is a Mexican beer brewed by the company Grupo Modelo, first established in 1925. At first, the beer started off as a thirst-quencher for mainly manual labourers. It became quite appealing to southwestern “Yuppies” in the USA, and later asked the brewers from Mexico to continue focusing on producing the beverage. Today, this well-known lager is one of the most famous alcohols being sold internationally (the 5th largest-selling brand in the world, sold over 150 countries).
Our goal is to continue on the popular legacy of Corona by building a Corona store in Whistler, British Columbia, bringing a new culture that can help increase sales.
02. Mission Statement
• We want to expand Corona into the new geographic market in 2009, and to raise our sales by that same year, and to keep increasing in 2010, and by 2011. • Because Greater Vancouver, British Columbia is one of the most multi-cultural places in Canada, it’s an opportunity to add a new kind of culture into the province by bringing the influence of Corona’s life style into the province by opening a Corona store in the year 2009.
03. Situation Analysis
i. The Internal Environment
Corona as is one of the most famous brand name beers from Mexico brewed by Grupo Modelo, currently being sold in liquor stores and bars everywhere in British Columbia. Crown Imports is a joint venture that imports, distributes and markets the Modelo products and other beer brands. The Crown portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, St. Pauli Girl and the Tsingtao beer brands.
Constellation is also associated with Grupo Modelo. This organization is known to be the leading international producer and marketer of beverage alcohol brands. Their portfolio of Mexican beer, such as Corona, is the undisputed imported beer leader in North America. Constellation operates more than 60 production facilities, has over 9,200 employees worldwide and sells
Corona is a Mexican beer brewed by the company Grupo Modelo, first established in 1925. At first, the beer started off as a thirst-quencher for mainly manual labourers. It became quite appealing to southwestern “Yuppies” in the USA, and later asked the brewers from Mexico to continue focusing on producing the beverage. Today, this well-known lager is one of the most famous alcohols being sold internationally (the 5th largest-selling brand in the world, sold over 150 countries).
Our goal is to continue on the popular legacy of Corona by building a Corona store in Whistler, British Columbia, bringing a new culture that can help increase sales.
02. Mission Statement
• We want to expand Corona into the new geographic market in 2009, and to raise our sales by that same year, and to keep increasing in 2010, and by 2011. • Because Greater Vancouver, British Columbia is one of the most multi-cultural places in Canada, it’s an opportunity to add a new kind of culture into the province by bringing the influence of Corona’s life style into the province by opening a Corona store in the year 2009.
03. Situation Analysis
i. The Internal Environment
Corona as is one of the most famous brand name beers from Mexico brewed by Grupo Modelo, currently being sold in liquor stores and bars everywhere in British Columbia. Crown Imports is a joint venture that imports, distributes and markets the Modelo products and other beer brands. The Crown portfolio includes Corona Extra, Corona Light, Modelo Especial, Negra Modelo, Pacifico, St. Pauli Girl and the Tsingtao beer brands.
Constellation is also associated with Grupo Modelo. This organization is known to be the leading international producer and marketer of beverage alcohol brands. Their portfolio of Mexican beer, such as Corona, is the undisputed imported beer leader in North America. Constellation operates more than 60 production facilities, has over 9,200 employees worldwide and sells