An analysis of the success of Interbrew's global market penetration and how they attempted to adapt the brand of Stella Artois to the different global cultures.
Written in 2007; 994 words; 1 sources; MLA; $ 35.95
Paper Summary:
This paper discusses how Interbrew grew rapidly in the 1990s from its home market in Belgium to a global presence in markets around the world. It analyzes Interbrew's global strategy of consolidation and market penetration. The paper then shows how Interbrew's success was due to their respect for local autonomy and beer culture with efforts to adapt the flagship brand of Stella Artois to these cultures.
From the Paper:
"In conclusion, it may be argued that Interbrew's recognition of the importance of cultural factors in the business marketing strategy of the company mirrors its recognition of the importance of local culture in Interbrew's acquisition/consolidation strategy. In both areas, Interbrew has pursued a mixed approach which is heavily weighed in terms of local autonomy and decentralization with a centralizing, flagship brand element as well. As we have seen, however, this last strategy has run up against the decentralized cultures of the company's primary target markets, with the result being that even the projection of a Belgium beer culture and the Stella Artois brand has been with an eye to the cultural uniqueness of local markets."
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