Grupo Modelo, owner of Corona Beer, has been internationally successful. One reason for that was due to its international vision based on competitive distribution channels and smart, local marketing campaigns. However, with its biggest rivals, Heineken, Inbev and the U.S. giants, Anheuser and Miller, readying themselves to play the same game, Modelo had to reevaluate its international strategy and look for new ways to keep its slogan as “the best selling Mexican beer in the world”. Can Corona remain the leader at home and in the US market or should it focus more on the domestic market? Will it be as successful as before?
SOM, A. (2011). Corona Beer: Challenges of International Expansion. Dans: Crafting and Executing Strategy. Concepts and Cases (18th edition). 1st ed. McGraw-Hill, pp. 229-238.