Case Analysis of Stella Artois

Paper Summary:

This paper analyzes how the Interbrew company could launch its Stella Artois product as a global brand. In the analysis, the paper provides an examination of Interbrew's external environment, internal situation, strategic issues and alternatives and then presents the recommended action for the company to take. The paper shows how re-launching Stella Artois as a global brand would necessitate a major reorganization of Interbrew's corporate structure.

Outline:
Case Summary
External Environment
Internal Situation
Strategic Factor Analysis
Strategic Issues
Strategic Alternatives
Strategic Recommendations
Conclusion

From the Paper:

"Interbrew maintained a wide portfolio of brands. The brewery customized its marketing strategies based on whether the selected market was mature or growing. However, recently the management had decided to rationalize the marketing strategies so that a global segmentation strategy could be implemented. The management had identified two brands as being suitable for development as a global brand which would facilitate the implementation of standardized marketing plans. These two brands were Labatt and Stella Artois. It has been decided that Stella Artois would be the more suitable brand for development because it had achieved a greater market share worldwide."

Sample of Sources Used:

• Dess, Gregory G., et al. (2007). Strategic Management: Creating Competitive Advantage. McGraw Hill/Irwin.
• Hill, Charles., and Gareth Jones. (2007). Strategic Management Theory: An Integrated Approach. McGraw Hill/Irwin.

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