Originally targeting its domestic Mexican market, Grupo Modelo created one of the most popular beer brands in the United States with Corona Extra, one of the two top selling imported beers. Grupo Modelo’s international success had come first from its reliance on an international vision based on competitive distribution channels and smart, local marketing campaigns. However, with its two biggest rivals 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 ».
SOM, A. (2009). Case 13. Corona Beer: From a Local Mexican Player to a Global Brand. Dans: Crafting and Executing Strategy: The Quest for Competitive Advantage: Concepts and Cases (17e édition). 1st ed. McGraw-Hill, pp. 248-258.