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 re-evaluate its international strategy and look for new ways to keep its slogan as 'the bestselling Mexican beer in the world'. The case tries to understand some key questions that is haunting Corona. Can Corona remain the leader at home and in the US? How should it do that? Will it be successful? Lien vers l'article
SOM, A. (2008). Corona beer: from a local Mexican player to a global brand. ESSEC Business School.
Mots clés : #Beer-industry, #Strategy, #Distribution-channel, #Marketing, #Corona-Extra, #Autonomous-business-units, #Corporate-control, #Family-business, #Heineken, #FEMSA, #Groupo-Modelo, #Strategy-and-General-Management