Stella Aroits Case

S THE GLOBAL BRANDING OF STELLA ARTOIS w 900A19 Professors capital of Minnesota W. smiling(prenominal) and Anthony Goerzen prepared this discipline solely to provide material for course of instruction discussion. The authors do not intend to illustrate either in force(p) or unable(p) handling of a managerial situation. The authors may extradite mantled certain names and other identifying information to treasure confidentiality. Ivey concern Services prohibits any form of reproduction, storage or transmittal without its written permission. This material is not covered down the stairs potentiality from CanCopy or any reproduction rights organization. To order copies or collect permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; electronic mail cases@ivey.uwo.ca. copyright © 2000, Ivey Management Services Version: (A) 2006-08-29 In April 2000, Paul Cooke, chieftain marketing officer of Interbrew, the worlds twenty-five percent largest brewer, contemplated the tho development of their premium product, Stella Artois, as the beau mondes flagship rat in key markets around the world.

Although the long-range forge for 2000-2002 had been approved, in that location still remained some important strategic issues to resolve. A plan HISTORY OF INTERBREW Interbrew traced its origins back to 1366 to a brewery called hideaway Hoorn, located in Leuven, a town just after-school(prenominal) of Bru ssels. In 1717, when it was purchased by its! master brewer, Sebastiaan Artois, the brewery changed its name to Artois. The firms expansion began when Artois acquired a major interest in the Leffe Brewery in Belgium in 1954, the Dommelsch Brewery in the Netherlands in 1968, and the Brassiere du Nord in France in 1970. In 1987, when Artois and some other Belgian brewery called Piedboeuf came together, the merged company was named Interbrew. The new company soon acquired other Belgian effectiveness beer brewers,...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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