Stratégie de l’entreprise internationale Étude de cas « La marque mondiale de Stella Artois » Travail présenté à : Par : 29 Novembre 2010 Table des matières I. Étude de l’environnement externe et interne de l’entreprise Interbrew 1 a. Analyse de l’environnement externe 1 b. Forces du marché de la bière 1 c. Analyse SWOT 2 II. Le développement d’une marque globale 2 a. La présence internationale d’Interbrew et sa notoriété 2 b. Le lancement d’une marque globale
Premium Conocimiento Individuo Vida
REVIEW doi:10.1111/j.1360-0443.2008.02430.x The global alcohol industry: an overview David H. Jernigan Department of Health‚ Behavior and Society‚ Johns Hopkins Bloomberg School of Public Health‚ Baltimore‚ MD‚ USA ABSTRACT Aims To describe the globalized sector of the alcoholic beverage industry‚ including its size‚ principal actors and activities. Methods Market research firms and business journalism are the primary sources for information about the global alcohol industry‚ and are used
Premium Drinking culture Alcoholic beverage Alcoholism
want to touch on one of the problems of modern world economy: the emergence of new trends. Main trends of the world economy. Trends‚ which appear only in XXI century‚ are: the internationalization of economic life‚ the transnationalization of business and the integration of national economies. The internationalization of economic life is a constant increase in the interconnection and interdependence of different countries‚ a gradual transition of the national economies of the closed system to
Premium Economy Economic development Globalization
competitiveness. Sending students abroad or hosting international students is only one of several possible approaches to the internationalization of higher education. In a knowledge-based economy‚ it would seem urgent that stakeholders investigate different alternatives to going international. Universities have not taken on a service sector leadership role in their own internationalization. Before 2006 universities have internationalized their teaching content their internal vision and operational competence
Premium Higher education Economy College
expanding the business activities in new markets outside the national borders. The Corporate strategy sets the general orientation (for example internationalization or not) and the internationalization strategy sets goals in the context of the desired results. Therefore‚ the corporate strategy answers "what Will be done "‚ while the internationalization strategy in how to become. The capability of coping with external pressures without creating further adverse consequences to the internal environment
Premium Globalization Economics International trade
such a large platform like the London Olympics. “London cardiologist Dr Aseem Malhotra is so concerned about the impact on people’s health he is questioning the association of the some of the key sponsors like Coca Cola‚ Cadbury’s‚ McDonalds and Heineken with the 2012 Olympic Games” (BBC News‚ 2012). The president of the IOC‚ Jacques Rogge‚ however‚ justified the accusations by enlightening how ‘healthier options of food and drinks’ were available at the events. The national paper‚ Independent stated
Premium Olympic Games 2012 Summer Olympics Summer Olympic Games
has no presence before the acquisition: Miller brands in Europe‚ and SAB brands in the United States. The company is facing tough competition with Anheuser-Busch InBev‚ the world’s largest brewer. This company has globally established brands like Heineken‚ Amstel‚ and Guinness; and SABMiller aims for its brands to achieve the same global status. The two companies are making strategic investments in China‚ the largest beer market in the world with annual sales of $6 billion. -------------------------------------------------
Premium Beer Miller Brewing Company United States
listed on the main board of Kuala Lumpur Stock Exchange during the same year. GAB operates the Sungei Way Brewery which started operations in 1965. Located in Selangor‚ the brewery occupies a land area of 23.72 acres and oversees Guinness‚ Tiger‚ Heineken‚ Anchor Smooth‚ Anchor Strong‚ Kilkenny‚ Anglia Shandy and Malta in the country. GAB is the first and only brewery in Malaysia to receive the Hazard Analysis Critical Control Point (HACCP) certification from the Ministry of Health and received
Premium Malaysia Beer Economy of Malaysia
Lecture 9 notes: What is internationalization and what is the outcome – slide 9 – lecture 9 Internationalization is not a new phenomenon‚ occurring for centuries – (Sparrow‚ Brewster & Harris 2004) Reasons for internationalization – pressure for growth to satisfy investor pressure and/ or management ambition Vertical scope (what range of vertically linked activities should the firm encompass/ Horizontal scope (how specialized already in terms of product range) NB – Diversifying is
Premium Leadership Strategic management
• Grolsch decided to globalize given the domestic market stagnation and shrinkage. • Also‚ seeing its archrival Heineken making headway in the global market‚ Grolsch found the opportunity of global expansion hard to let go. • Initially‚ it encountered few failed Joint Ventures and lost stakes in Russia during the Asian Financial Crisis. However‚ it regained its market position and by 2007 it was generating 51.5% of revenue from international sales. • The key elements of its emphasis on adaptation
Premium Economics Adaptation International trade