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
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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
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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
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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. -------------------------------------------------
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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
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• 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
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the most popular beverage throughout the country and the cheapest beer in the world‚ 2‚000d a glass. For the higher quality‚ there are plenty of local as well as imported brands‚ such as 333‚ Carlsberg‚ Hanoi‚ Tiger‚ Saigon‚ LaRue‚ San Miguel and Heineken. Beside beer‚ Vietnam is also a place to enjoy tea (Thai Nguyen tea or “Thai tea”)‚ coffee (“Trung Nguyen coffee”) or something heavier‚ wine (“Nep Moi” – the Vietnamese whisky). TIP: Tram phan tram! and Zho zho! Remember these words well
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CITY TALK AMSTERDAM POPULATION: Approx. 78‚000 SHORT HISTORY It is said that Amsterdam was founded at the place where two fishermen and a seasick dog jumped ashore from a small boat to escape a storm in the Zuiderzee. The dog threw up‚ thus marking the spot. The Fishermen slogged up a muddy bank and had a stiff drink‚ thus laying the foundations of a tavern around which the entire metropolis would grow. The city’s original coat of arms backs up this tale‚ and you can see representations
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2). A related question: Would you conclude that Grolsch’s current geographic presence internationally accurately reflects global opportunities for them? Be specific. * Grolschs’ current geographic presence reflects the global opportunities and currently represent the best opportunities for the company. * Grolsch has primarily focused on developed markets such as the UK‚ US‚ Canada‚ Australia‚ New Zealand‚ and France. * Grolschs’ key markets mainly consist of Western Europe‚ which accounts
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Question 1 Part A Based on the Enjoy Winning series of advertisements for Tiger beer‚ the following personality traits of a typical brand loyal Tiger beer drinker are identified 1. Extroversion: A Tiger beer drinker is sociable and enjoys company of his/her friends. He/She likes to have a good time at parties and watch sports in a group with his/her friends. They enjoy the limelight in a gathering and can turn a boring party into a fun-filled event. Most of the advertisements in this
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