...Corona Beer: From a Local Mexican Player to a Global Brand Case Analysis Chris Brown, Jennifer Roath, Janissa Pheann BUSA 499 November 30, 2009 Table of Contents: Business Overview............................................................................................................p.3 Products.................................................................................................................p.3 Structure................................................................................................................p.3 Leadership.............................................................................................................p.3 Historic Strategies.................................................................................................p.3 Strategic Issues......................................................................................................p.3 PESTEL Analysis.............................................................................................................p.4 Political.................................................................................................................p.4 Economic..............................................................................................................p.4 Social.....................................................................................................................p.5 Technological......
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...-- Corona Beer History of Corona Beer What’s in a name? Who is Grupo Modelo? What is the company’s mission and vision statement? All this and more will be answered in the literature review. According to an article titled “Mexican Beer” by Buen provecho (2010), “Corona Beer, started in Mexico in 1925 by Grupo Modelo, became a dominant brand by 1996, owning 32.7% of the Mexican beer industry. Before it became popular internationally, it had already established itself as a home-grown success. The name and label make Corona one of the most recognized beers in the United States. Corona, which means crown, was introduced to the world in 1925 at Mexico City by Grupo Modelo. It was produced in celebration of the tenth anniversary of the brewery. This is a light pale lager, at 4.6% alcohol by content. Corona has a mild flavor with very little of the hop bitterness. The color is light yellowish.” Also according to Buen provecho (2010), “Corona is one of the top five selling beers in the world. In the United States, Corona became the number one imported beer in 1997. It is the top selling import beer in Canada. Since its introduction in the US, its market share has consistently grown. It is the number one selling Mexican beer in the world and the fourth best selling beer in the world. It is available in 150 countries worldwide. All Corona beer is brewed in seven breweries in Mexico at Modelo Breweries.” According to Buen provecho (2010), “Anheuser-Busch owns 50% of Grupo Model...
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...“Corona Beer (Modelo)” Foreign Market Entry and Diversification Richard J. Bradley Professor Brian Grizzell Strategic Management – BUS599 Strayer University February 9, 2012 Abstract This analysis outlines Corona Beer (Modelo) and its current strategy and position amongst the competition in the beer industry. The key question addressed is the ability of Corona Beer (Modelo) maintaining status as an industry leader among beer producers and distributers. The trends within the global beer market are also examined as it impacts Corona Beer (Modelo). A competitor analysis will be discussed and how Corona Beer (Modelo) will need to perform and react in the ever changing international markets. There will also be strategic challenges identified and how the company will handle them while facing various options and recommendations to address such challenges. In addition this analysis will outline and dissect trends affecting global beer markets. My analysis will examine how the international expansion of Modelo was initiated by strategic partnerships with various seasoned beer distributors. The analysis will also focus on Modelo and an effective strategy to enter foreign markets for success. The discussion will cover the varying challenges Modelo may encounter from the competition. By 2010, beer sales dropped some 1.5% in the United States America and slightly higher in western Europe with 2.3% (The Economist, 2011). The amount of beer consumed in blossoming...
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...1. What are the dominant business and economic characteristics of the global beer industry? * Market Size and Growth Rate * The size of the global beer industry approximated $385.5 in 2005 and $376.7 in 2004. This is a growth rate of 2.3% during the year 2005. * This is a mature industry with slowing growth, but it will continue to grow at a small rate. * Number of Rivals * During its early development and rapid growth stage, there were many rivals and the industry was very fragmented. * The lack of a transportation network made exportation impossible for centuries and brewing was a local, then a national domain. * Mergers and acquisitions are beginning to increase in frequency and the industry is experiencing a period of consolidation. * A determining factor of beer is that it has different national tastes based on different countries. Specialty beer-makers can find niche markets to sustain themselves without economies of scale. * Scope of Competitive Rivalry * The largest producers compete on global levels with strategic alliances set up to distribute the beer in other countries. * Most companies started out on a local or regional level, and then changed the company’s focus to incorporate a multinational or global perspective. * While many companies have exported products, most companies still use the production capabilities in their native country. * Having a presence in foreign country...
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...Mexico were own by the state or were 100% foreign companies. Is the tenth company were private companies with national participation started to appear, as Cerveceria Cuahutemoc which at that time occupied the twelfth place at a national level. In 1995 as we all know it occurred the “onda salinista” were many companies were affected between them were PEMEX and Altos Hornos de Mexico which are companies that are extremely important for the Mexican economy, but at that bad moment of the country, Fomento Economico Meixano (FEMSA), which is the controller of Cerveceria Cuauhtemoc-Moctezuma and grupo Modelo were achieving an important position between the first 20 places of the best companies. In this last years both companies continue growing and not only their competition is at a national level, now their competition is also in the foreign market. For this, FEMSA join with the foreign beer company Heineken in order to distribute in the United States the products Tecate, Dos Equis, Sol, Carta Blanca y Bohemia. With this both companies will have the 26% of presence of the exported beers in the United States market. Also this will help the company from Monterrey to strength his competition with Grupo Modelo. The main reason for Cerveceria to look forward this types of joints with other companies is to expand their market to other countries and with this over pass their competition. * The beginning of the beer industry in Mexico The beginning of this industry took place during...
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...discuss the trends in the global beer markets. Most companies started out on a local or regional level and changed the company’s focus to incorporate a multinational or global perspective. The global beer market has gone through a process of rapid change. In many emerging and developing markets, economic and societal developments and transformative improvements in the quality and appeal of beer brands have resulted in strong organic growth in the beer category. Developed markets have also undergone change as brewers responded to constrained or declining beer consumptions trends. There are several trends in the global beer market that accounts for the potentials seen throughout the industry. One of the trends is growth rate. Surpassing the United States in 2003, China is dominating the global beer industry. The global beer industry approximated $385.5 in 2005 and $376.7 in 2004 and were expected to increase at a steady pace. This indicates a growth rate of 2.3% during the year 2005. The consumers demand for beer has been hampered by adverse global economic conditions in which the growth of the industry is at a slow recovery. Grupo Modelo with its Corona brand is the No. 1 premium imported beer in Canada and the growth rate continues to accelerate. Another global beer markets trends is consolidation. Consolidation would be considered as one of the earliest trends within the beer industry. In the early development and rapid growth stage, the industry was very fragmented. In the...
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...MRKT 5000 Marketing September 04, 2011 Jim Koch And The Marketing of Samuel Adams Beer Executive Summary Currently, the United States beer market is segmented into many segments. The two largest domestic brewers, brewers located within the United States, are Anheuser-Busch and Miller. These two companies control 50 percent and 29 percent of domestic beer sales, respectively. With 80 percent of the beer market controlled by the two megabrewers the United States is a tough environment for a small craft brewer like Samuel Adams to survive. The U.S. population is over 311 million people, the world’s third largest population after China and India. American consumes nearly 200 million barrels of beer a year, or 20 gallons per person, second only to China which has four times the amount of people the United States. Samuel Adams Boston Lager is brewed by the Boston Beer Company and founded by 1984 by Jim Koch using his great–great–grandfather’s 1870 beer recipe. Due to the economic downturn and other environmental forces the general beer market has been flat in recent years, yet quality craft beers like Samuel Adams has seen double-digit growth. The craft brewing industry has had a strong growth curve over the past decade and Samuel Adams has been positioned perfectly to capture this momentum. Technological advances have been a positive development for the Samuel Adams brewing and packaging...
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...MillerCoors vs. Anheuser-Busch Salman Boer Carly Gorka Stephanie Kalin Kenny Koelling Felipe Naranjo Nizam Qutubuddin Executive Summary The beer industry in the United States is an extremely competitive one. For years, the industry has been solely dominated by one contender, Anheuser Busch. However, large brewers have always been looking for opportunities to extend their reach in the industry and gain more market share. Miller Brewing Company and Coors Brewing Company have been historical staples of the American beer industry since the nineteenth century. These companies merged with international giants South African Breweries and Molson, respectively, in efforts to better compete in the United States brewing industry. However, they still could not manage to take a share of the Anheuser Busch Empire. SABMiller and Molson Coors saw an opportunity in forming a joint venture that would be able to successfully compete with Anheuser Busch in the beer industry, and in 2008, created a third company called MillerCoors. The creation of MillerCoors was a success. Since the creation of the company, in June 2008, MillerCoors has been very profitable and has enjoyed steady growth in their market share. They have done this by integrating innovation as a major goal in their products, providing them with a certain level of differentiation, while reducing costs through the exploitation of synergies that exist in their different processes. MillerCoors was one of the very...
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... | |Industry Analysis | |The Beer Industry | |Spring 2010 | [pic] Beer Industry The term beer means “…any beverage brewed from a starch (or farinaceous) grain. Because the grain is made into a malt, another term for beer is malt liquor”. (The Beer Industry) According to the North American Industry Classification System, the beer industry is found in section 312: Beverage and Tobacco Product Manufacturing. NAICS states that “Industries in the Beverage and Tobacco Product Manufacturing subsector manufacture beverages and tobacco products. The industry group, Beverage Manufacturing, includes three types of establishments: (1) those that manufacture nonalcoholic beverages; (2) those that manufacture alcoholic beverages through the fermentation process; and (3) those that produce distilled alcoholic beverages…” Although beer is within the same section as wine and distilled spirits, they do not consider them the same. Within section 312 they have five separate sections: Beer can be found under section 312120 Breweries. Within this section the term Breweries is comprised of “establishments primarily engaged in brewing beer, ale, malt liquors, and...
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...CORONA BEER: CHALLENGES OF INTERNATIONAL EXPANSION Corona Beer, produced in Mexico by Grupo Modelo since 1922, entered the United States beer market in 1979, and by 2007, was the number one imported beer in the United States (with 1.9% market share of the global beer industry) having recently taken that position from Heineken, a rival (with 1.6% market share of the global beer industry). Corona used a broad differentiation strategy with a “fun in the sun” marketing image. It also achieved strategic success by using a distinctive glass bottle and providing a light-tasting beer that attracted a broader market. Problem identification: The global beer industry was experiencing increasing competition due to the new and potential mergers and acquisitions of its competitors. One example was the partnership between Heineken and FEMSA, which was formed in an attempt to dethrone Corona as best-selling imported beer in the United States. In addition, with the introduction of NAFTA, Canadian and U.S. competitors were slowly beginning to penetrate the Mexican market, while FEMSA continued to experience steady growth and increase its local market share. Analysis: Financial analysis indicated that costs were increasing for Grupo Modelo, while competitive analysis indicated that Anheuser-Busch spent $192M on U.S. marketing in 1985 compared to a mere $5.1M spent by Grupo Modelo. This emphasizes the financial weakness of Corona and Grupo Modelo, yet underscores what the brand was...
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................................................................................................Pg.7 Weaknesses.....................................................................................................Pg.7 Opportunities..................................................................................................Pg.7 Threats............................................................................................................ Pg.7 Recommendations................................................................................................................Pgs.8-9 Exhibit 1: Financial Ratios......................................................................................................Pg. 10 Exhibit 2: Top USA Beers by Brands 2009..............................................................................P.11 Income Statement………………………………………………………………………………………………………………Pg.12 Balance Sheet……………………………………………………………………………………………………………………..Pg.13 Cash Flow……………………………………………………………………………………………………………………………Pg.14...
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...global beer market Even though the United States has the largest beer market China surpassed them in 2003. Americans are drinking more beer and the consumption per capita remained almost six times higher in the United States than it is in China. There are three brewers controlling 80% of the U.S. market, Anheuser Busch with 45%, Miller Brew with 23% and Adolph Coors with 10%. There were also 300 regional craft breweries that struggled to make a profit because of vertical integration and economies of scale which were drivers of operating margins [ (Thompson, Strickland, & Gamble, 2009, pp. C-250) ] Mexico is one of the largest beer markets in the world. They have a variety of brands with lots of different taste. Even with the mix of taste, Mexico is split between two producers and few microbreweries. These companies are FEMSA and Grupo Modelo. Grupo Modelo captured 62.8 % of the Mexican market in 2007 while FEMSA captured the remaining 37.2% [ (Thompson, Strickland, & Gamble, 2009, pp. C-251) ]. As a whole, the beer industry is expected to post a third consecutive year of declining sales in the U.S. for the first time in more than 50 years. . Shipments from beer manufacturers to wholesalers, a standard industry measure, are expected to fall by as much as 2 percent in 2011, according to Beer Marketer's Insights [ (York, 2011) ]. “In June [2004], a commercial agreement was signed with Heineken [by FEMSA] to commercialize [their] beer brands in the United States. Under...
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...Industry Analysis Description of the Industry Since 2010 United States Craft Brewers have been on a steady market share growth. The past five years have transformed the Craft Beer Production industry into one of the fastest growing and most popular alcoholic beverage segments in the United States. Craft brewers have gained over 11% volume shares of the $78 billion beer industry in 2014, producing over 22.2 million barrels valued at $19.6 billion. The last year has seen an increase in breweries with 615 new breweries, while 46 breweries closed, bring the total of craft breweries to 3,464. While most states have seen a steady increase in the number of breweries two states saw declines, North Dakota and Vermont. Vermont saw declines because...
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...Entry and Diversification: Corona Beer (Modelo) Case Analysis Shirley Saucer Strategic Management BUS 599 Strayer University Professor Petty Introduction Corona Beer is the flagship for the Modelo Company brand. With ninety years of relevance in the alcohol beverage industry, undoubtedly Modelo has set certain standards and criteria, which many have taken notice. The Modelo Company has easily earned its stake within this industry, persevering through strife’s such as the prohibition era. In operation since March of 1922, Modelo has solidified what it means to be a top contender in the imported beer market. In fact they are one of the only brewing companies that are still family owned and operated. Within this paper we will discuss the trends in the global beer market, Modelo's international expansion, as well as challenges that they face from competitors such as the InBev Company and whether or not they should diversify their business strategy which has made them so successful. Beer has been brewed since around the 14th century when it got its beginnings in Europe. Beer comes in many flavors and shades and is varied depending on regional brewing methods. A lot has changed since the humble beginnings of beer brewing as a craft. With that being...
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...November 12, 2011 Global beer market trends Over the past decade, the global beer market has undergone a lot of change. Developments and improvements in the quality and appeal of beer brands have resulted in a strong organic growth in the beer category. Brewers have responded to the declining beer consumption trends in developed markets. The decline of beer consumption in developed markets is due to high unemployment rates, high fuel prices, and reduced consumer spending. Industry consolidation has continued and the four largest brewers-Anheuser-Busch InBev, SABMiller, Heineken, and Carlsberg- produce almost half of all industry volume and generate up to 70 percent of industry profits. The beer consumption in countries like Africa, Asia, and South American continue to rise. This is primarily driven by the growth in population and incomes. Improvements in beer quality and appearance have also lead to the rise of beer consumption. Consumers have begun to shift from informal and unregulated forms of alcohol to attractively branded and safer commercial beers. Modelo’s international expansion Grupo Modelo’s international expansion began with the United States. As Modelo continued to produce beer domestically, they entered into distribution contracts with companies that possessed local knowledge of the beer market and gave them the freedom to market the product appropriately, yet maintain an active involvement in the decision-making. Barton Beers Ltd. was Modelo’s the first...
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