international strategy in Corona Extra
International strategy is known as the complete collection of commitments, decisions and activities that organizations conduct to get international competitiveness (Lorraine, Li & Dan, 2010)
Corona Extra is known as Corona owned and produced by Grupo Modelo in Mexico. Nowadays, Corona Extra is considered as one of the beers which is the best selling beer in Mexico and worldwide. Corona Extra is present in more than 170 countries around the world.
As many other organizations, Corona Extra has also made some international strategies when Corona Extra engaged in international market. Firstly, Corona Extra has conducted advertising on the media in the country where they are entering. In advertising of Corona Extra, Corona Extra focuses on relaxing and escape when people drink beer instead concentrated on flavour and quality. Besides, Grupo Modelo has made the global strategy of positioning its product on a niche market with high prices, focusing on bringing to the memory of consumer those beach vacations in a neighbouring countries, serving beer that identical to what sold and produced in Mexico and reasonable-pricing compared to the other rivals.
The international marketing mix of Corona Extra is including
Price: the price of Corona Extra is different in each market. For example, the price of Corona Extra in Australia is quite difference compared with the price of Corona Extra in Mexico.
Product: Corona Extra pays attention on the quality of beer. Corona Extra has used glass bottle for their products; thanks to this, customers can easily identify the colour of beer.
Promotion: Corona Extra has advertised on the social media. Besides, aiming to ensure consistency of the brand on the market, Modelo has also supported importers as well as launched a number of specific strategies in each market.
Place: aiming to serve consumers more effectively, Group Modelo has expanded its distribution network with more than 350 stores in Mexico and services-oriented sales
Corona Extra is known as Corona owned and produced by Grupo Modelo in Mexico. Nowadays, Corona Extra is considered as one of the beers which is the best selling beer in Mexico and worldwide. Corona Extra is present in more than 170 countries around the world.
As many other organizations, Corona Extra has also made some international strategies when Corona Extra engaged in international market. Firstly, Corona Extra has conducted advertising on the media in the country where they are entering. In advertising of Corona Extra, Corona Extra focuses on relaxing and escape when people drink beer instead concentrated on flavour and quality. Besides, Grupo Modelo has made the global strategy of positioning its product on a niche market with high prices, focusing on bringing to the memory of consumer those beach vacations in a neighbouring countries, serving beer that identical to what sold and produced in Mexico and reasonable-pricing compared to the other rivals.
The international marketing mix of Corona Extra is including
Price: the price of Corona Extra is different in each market. For example, the price of Corona Extra in Australia is quite difference compared with the price of Corona Extra in Mexico.
Product: Corona Extra pays attention on the quality of beer. Corona Extra has used glass bottle for their products; thanks to this, customers can easily identify the colour of beer.
Promotion: Corona Extra has advertised on the social media. Besides, aiming to ensure consistency of the brand on the market, Modelo has also supported importers as well as launched a number of specific strategies in each market.
Place: aiming to serve consumers more effectively, Group Modelo has expanded its distribution network with more than 350 stores in Mexico and services-oriented sales