Ivey Publishing

Product Details

Stella Artois in the U.K.
Product Number:
9B01A017
Publication Date:
12/06/2001
Revised Date:
12/04/2009
Length:
15 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
Stella Artois, Interbrew company's flagship brand of beer, has experienced phenomenal success on the international market. The United Kingdom market has played a critical role in that success, and Interbrew needs to assess the reasons for this. Interbrew's managing director and its chief marketing officer are meeting to have a discussion about how to proceed in developing the Stella Artois brand. First, they need to understand what part of the company's success was due to expert marketing practices and what part might possibly be due to being in the right place at the right time. As well, they want to assess what possible steps might be taken to spread these practices across the corporation for use in the company's global marketing strategy.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
United Kingdom, Large, 2000
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (21 pages)
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