...into account the local culture of the country in which it wish to market. Marketing managers should assess the cultural nature of an international market by using eight categories to analysis, which are language, religion, values, attitudes, education, social organization, technology and material culture, law-politics and Aesthetics. Many mistakes have been made in the past are related to language and translation, below are some examples: Product Slogan Translated From To 1 Coors Brewing Company (Beer) Since 1873 Canada Spain Turn it loose Suffer from diarrhea 2 USA Spain Braniff International Airways 1928-1982 Fly in leather Fly naked 3 Switzerland Italy Schwepps Since 1783 Tonic Water Water from the toilet 4 USA Africa Gerber Baby Food Since 1927 A picture of a healthy baby on the label of Gerber jars Africans was horrified as they assumed that Gerber was selling babies as food, instead of food for babies. 5 Japan France TOYOTA Since 1937 Introducing Model MR2 MR2 pronounced in French Merdè / Merdeux Which means crappy or very bad 6 USA Mexico Chevorlat Since 1911 When GM introduce the new Chevy named NOVA NOVA means No Go in Spanish Product Slogan Translated From To USA China 7 Pepsi Cola Since 1898 Pepsi Brings You Back to Life Pepsi...
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...company. At the present time, however, Anheuser-Busch can’t market beer using the Budweiser brand name in every country of the world. The reason is firmly rooted in history: The European brewing industry dates to the fourteenth century. During the days of the Austro-Hungarian Empire, Bohemian was famous for its bee; beers from the Bohemian town of Budweiser were held in especially high esteem. A person from Budweiser would be known as a Budweiser; the same would be true of the town’s beer. While traveling in Europe in the mid-1800s, Adolphus Busch, the founder of Anheuser-Busch, became familiar with beers from Budweis-Budweisers, in other words. After immigrating to the United States, Busch married into the Anheuser brewing family; in the 1870s, he registered Budweiser as a trademark. Two decades later, in 1895, the Budejovicky Budvarbrewery was established in Budweis, and its beer was officially named Budweiser, “the beer of kings.” Adolphus Busch dubbed his company’s Budweiser “the king of beers.” In 1911, representatives of Anheuser-Busch and Budvar signed an agreement that entitled the European company to market Budweiser beer in continental Europe. The American company would have rights to the name in the United States and Latin America. Later, the name of the town was changed from Budweis to Ceske Budejovicky. In several European countries, including France, Italy, and Spain, Anheuser-Busch markets beer using the “Bud” brand name. The American company also won a court...
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...Diversification Assignment #3 Corona Beer Strayer University BUS599016VA016-1116-001 Strategic Management August 7, 2011 Abstract This paper examines the trends in the global beer market. The paper will also examine the international expansions that were made through strategic partnerships with distributors in local markets. Foreign Market Entry and Diversification Assignment #3 Corona Beer Grupo Modelo’s corporate mission is, “To produce, distribute and sell quality beer, at a competitive price, optimizing resources and surpassing customer expectations, in order to contributeto the economic and social development of Mexico.” Corona Extra brand has become the fifth best selling beer worldwide and the number one imported beer in the United States. Corona is commonly served with a wedge of citrus fruit in the United States, Canada, Australia, and the United Kingdom. Today, Modelo products are available in more than one hundred and forty countries (http://findarticles.com/p/articles/mi_m0BEK/is_7_7/ai_55012912/). Identify and discuss the trends in the global beer markets. The world of beer is changing and evolving. The most interesting tend is happening in Germany. When most people think of beer they think of Germany. Beer production in Germany dropped 1.7% from 2009 to 2010. Beer consumption dropped 3% in Germany because many German consumers would drink coffee or tea instead of beer (Canestorp, 2011). Americans are drinking more beer and the consumption per...
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...paper examines the trends in the global beer market. The paper will also examine the international expansions that were made through strategic partnerships with distributors in local markets. Foreign Market Entry and Diversification Assignment #3 Corona Beer Grupo Modelo’s corporate mission is, “To produce, distribute and sell quality beer, at a competitive price, optimizing resources and surpassing customer expectations, in order to contributeto the economic and social development of Mexico.” Corona Extra brand has become the fifth best selling beer worldwide and the number one imported beer in the United States. Corona is commonly served with a wedge of citrus fruit in the United States, Canada, Australia, and the United Kingdom. Today, Modelo products are available in more than one hundred and forty countries (http://findarticles.com/p/articles/mi_m0BEK/is_7_7/ai_55012912/). Identify and discuss the trends in the global beer markets. The world of beer is changing and evolving. The most interesting tend is happening in Germany. When most people think of beer they think of Germany. Beer production in Germany dropped 1.7% from 2009 to 2010. Beer consumption dropped 3% in Germany because many German consumers would drink coffee or tea instead of beer (Canestorp, 2011). Americans are drinking more beer and the consumption per capita remained almost six times higher in the United States than it was in China. American craft beer consumption was up by seven percent...
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...important for a firm like Heineken to understand the host country’s policies and laws especially dealing with alcohol. There was an example with Egypt where Muslims are forbidden to drink alcohol and it is obvious that Heineken did their research because there was an option in producing non-alcoholic beer. • Sociocultural Differences – Sociocultural differences should also be considered when assessing foreign market. In many cases firms will attempt to minimize the potential impact of sociocultural differences by initially focusing on countries that are culturally similar to their home markets and that is what Heineken did. It imported beer to Spain, Italy, England and Germany. • Evaluating Costs, Benefits and Risks – there was an example where Heineken could buy breweries in the United States and produce it there which would lead to reduction in production cost but they didn’t want to make same mistake as Miller and lose their main advantage as an imported beer. Also a firm entering a new market incurs the risks of opportunity cost and direct financial loss due to misassessment of market potential. 2) Discuss the advantages or disadvantages for Heineken of exporting its beer from one country to another? Some of the advantages are: • Acquire Resources and Compete with Rivals...
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...Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%), professional (30%), students (20%) and others (10%). This report has analyzed critically Company’s strengths, weaknesses, opportunities and threats in Spain market. Communication objectives can be based on think-feel-do model. Coffee World’s behavioral communication is to offer best product and service to the customer. Marketers will use various MC tools to crack the Spanish market. Campaign message will be “Where The World Meets!” Marketers will use ‘demonstration’ and ‘humor’ strategy to run IMC plan. A detailed IMC plan for Coffee World is discussed in this report. The report will evaluate the effectiveness of proposed IMC plan. Table of Contents Introduction 4 Zero Based Planning 4 Identify Target Market 5 SWOT Analysis 6 Marketing Communication Objectives 8 Developing Strategies & Tactics 10 Integrated Marketing Communication 12 Evaluation Effectiveness 15 Conclusion 15 Appendix 16 References ...
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...would influence the current firm’s beta, which would lead to a lower required rate of return). We must compare this new WACC with the expected return of the average of the firm’s current WACC and the project’S IRR. If this expected rate of return is higher than the newly calculated firm’s WACC, it would mean that the project is a value-increasing investment. PROBLEM 5.7 a. While the Domestic Beer and International Beer could be seen as a similar business segment, I think it would be necessary to have different cost of capital for each of this business segments for the following reasons: They may be selling almost the same product, but the circumstances around them are really different. Geographic, political, economical differences lead to risk differences, which leads to different cost of capital. Obviously for packaging we would need different WACCs too. It is really difficult to search for comps for this firm in Domestic Beer, since it has a market share of 49,2% (2010) but we could use as comps the following: Miller Coors, Pabst Brewing CO, Yuengling and Son, Inc , Boston Beer Co and North American Breweries. As for the...
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...Acquisition of Peroni and distribution proposal South African Breweries (SABMiller), established in 1895, is one of the largest brewers in the world. It has over 200 brands of beer and operates in over 55 countries. Originally, the Company’s business operations were limited almost entirely in southern Africa where it established itself as a dominant position in the market. However, by 1990 SAB began investing in European markets.1 With growing recognition, SAB joined the London Stock Exchange in 1999 where it was able to raise money for acquisitions. Their first major acquisition was that of the Miller Brewing Company in North America in 2002. They bought Miller from the Altria Group for $3.4 Billion and changed their name from SAB to SABMiller.2 In 2003, SABMiller decided to further their expansion by acquiring the Italian brewer Birra Peroni. SABMiller bought 60% of the Italian brewer, which cost $280 million. At the time of the transaction, Graham Mackey, SABMiller’s CEO, explained to the press that they decided to buy Peroni because, “Italy is the only Western European country besides Spain where beer consumption is increasing” 3. He said SABMiller expected sales of Peroni, which had 25.2% of the Italian beer market, to increase. However, many analysts believed the price paid for Peroni was too high, which was 12.6 times Peroni’s operating cash flow. The deal also put SABMiller into another competitive market with their rival, Anheuser-Busch. This deal was the company’s...
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...Incorporated: 1907 as Kotobukiya Liquor Shop NAIC: 312140 Distilleries; 111421 Nursery and Tree Production; 312111 Soft Drink Manufacturing; 312120 Breweries; 312130 Wineries; 325131 Inorganic Dye and Pigment Manufacturing; 325412 Pharmaceutical Preparation Manufacturing; 424810 Beer and Ale Merchant Wholesalers; 424920 Book, Periodical and Newspaper Merchant Wholesalers; 484121 General Freight Trucking, Long-Distance, Truckload; 493110 General Warehousing and Storage Facilities; 721110 Hotels (Except Casino Hotels) and Motels; 722110 Full-Service Restaurants Suntory Ltd. is Japan's leading alcoholic and nonalcoholic beverage company, with a leading position in that country's whiskey market, and strong positions in the beer, wine, and soft drink and other beverage segments as well. The company's sales of more than ¥1.3 trillion (US$12.19 billion) also places it among the world's top drinks companies. Whiskey remains the company's strongest product area--Suntory is credited with introducing Scotch-style whiskey to Japan--and production of the group's 18 different bottled blends and single malts are concentrated at its Yamazaki Valley and Hakushu distilleries. The company also produces a number of other alcohol varieties, such as the melon-flavored liqueur Midori, and the distilled alcohol, Shochu. Suntory also acts as distributor for a long list of international brands in Japan, including Beefeater, Courvoisier, Jack Daniels, Campari, and Drambuie among nearly 150 brands...
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...forces with the English cider-makers H.P. Bulmer and Co of Hereford, securing the rights to the Bulmers brand name in the Republic of Ireland. In 1946, Mr. Magner withdrew from the business and in 1949 the Bulmers name came to the fore. Today, Bulmers Ltd is a formidable Irish company. Cider production has been moved to state of the art production facilities at Annerville, on the outskirts Clonmel. The company currently employs over 250 people and is a substantial part of the economic infrastructure of the community of Clonmel. It continues to own the trade mark Bulmers® in the Republic of Ireland but it is no longer connected with HP Bulmer Ltd of Hereford, UK. Bulmers Ltd is now part of the C&C Group, which also owns the Tennent’s beer brands and the Gaymers English cider brands. Bulmers Ltd has a well deserved reputation for innovative and successful product development and marketing. Bulmers Cider comes in several different varieties: Bulmers Original Cider, Bulmers Pear, Bulmers Berry, Bulmers Light, Bulmers Mid-Strength and...
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...countries and employs approximately 85,000 people. Cruzcampo, Tiger Beer, Żywiec, Starobrno, Zagorka, Birra Moretti, Ochota, Murphy’s, Star and Heineken Pilsener are some of it’s well known brews all over the world. Milestones of Heineken history; 1864 Gerard Adriaan Heineken buys the Haystack brewery on February 15th 1873 On January 11, HEINEKEN’s Bierbrouwerij Maatschappij N.V (HBM) is established. 1889 HEINEKEN is honored with the "Diplome de Grand Prix" at the World’s Fair in Paris 1900 HEINEKEN imports first beer into Africa. 1932 HEINEKEN co-founds Malayan Breweries and starts to brew Tiger for the first time 1933 After 13 years of prohibition, Heineken® sets foot on American soil 1937 HEINEKEN’s Nederlandsch-Indische Bierbrouwerij Maatschappij, Multi Bintang, begins operation 1939 HEINEKEN is listed on the Dutch stock exchange 1946 HEINEKEN enters Nigeria 1968 HEINEKEN acquires Amstel, its major rival in The Netherlands 1974 HEINEKEN acquires a majority stake in the Dreher Group 1975 A new Dutch brewery opens in Zoeterwoude, the largest modern brewery in all Europe at the time. 1991 The former Amsterdam brewery on the Stadhouderskade is converted to a Heineken museum which was renamed Heineken Experience in 2001. 2003-20010 HEINEKEN acquires Brau Union in Austria, Romania, Hungary, Czech Republic and Poland, the Krušovice Brewery in the Czech Republic, Scottish&Newcastle and the beer businesses (including its US and other export businesses) of FEMSA...
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...Sugar family lived in a very rough area. By Alan’s standards he thought his father “wasn’t the greatest tailor in the world” and always feared that his hard earned weekly cash was going to fall onto the floor and taken by kids that took the mickey out of him. Alan hated being made to stand out amongst the crowd. However he had a keen business eye, by the time he was 15 he a few enterprises going including deliveries of ginger beer, milk and paper rounds and shifts for the bakers and local supermarket. Little did he know did he know he had begun his long career as an entrepreneur and soon to become business leader. Today, we know Lord Sugar as the witty, wise and blunt multi-millionaire with pockets that are becoming ever deeper. Lord Sugar’s worth is estimated at over £700 million and an annual turnover of £30 million. Not bad for someone who famously started with only £100 selling TV aerials from the back of van in 1969. The key to Lord Sugars wealth was formed when he setup his first formal electronics company called Amstrad which begun selling low priced hifi and TV sets. The company could barely afford to pay its overheads at the start up and it took them half a decade before the business became a commercial success. Today Alan Sugar is no longer chairman and Amstrad is mainly commanded by BskyB making Sky+HD boxes and other major components. It’s ironic to think that someone who lived in a rough flat in East London...
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...DAY tourists flock to Plaza de España in central Madrid to snap photos beside the sculpture of Miguel de Cervantes, author of “Don Quixote”. By night a newer facet of Spanish culture is on display: loitering groups of young people downing plastic bottles of whisky and vodka mixed with Fanta Lemon. The ground is littered with empties. Nearby, three young men help a friend vomiting on the pavement. Such carousing was once rare in Spain. A Mediterranean drinking culture prevailed in which alcohol was taken only with food. That is changing. In Spain and many other rich countries, alcohol intake is becoming a bigger problem—for some groups. Overall, the global consumption of alcohol has been stable since 1990, according to the World Health Organisation. Around half of the planet’s population is teetotal. But those who drink alcohol do so more hazardously. Policymakers are looking for ways to address this. A new and much-watched experiment in Scotland, for example, involves setting a minimum price for each unit of alcohol. Individual consumption peaked in Spain in 1975 but young people are increasingly indulging in the botellón, (literally “big bottle”): drinking outdoors to get drunk. In France, another country with traditionally moderate drinking patterns, a similar trend is emerging. In the past three years hospital admissions from alcohol abuse have risen 30% there, to 400,000 a year. Bingeing is so common that in July it gained an official name, beuverie express. Across much of the...
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...Porter’s Five Forces Wine Industry Contents 1. Bargaining power of buyers………………………………………………………………………….1 2. Bargaining power of suppliers………………………………………………………………………2 3. Rivalry between existing companies………………………………………………………….…4 4. Threat of new entrants………………………………………………………..……………………….5 5. Threat of substitutes…………………………………………………………………………………….6 6. References………………………………………………...……………………...…………………………8 1. Bargaining power of buyers The buyer’s power within the wine industry varies between different places in the world. There are for example strategic differences between Europe and the “New World”. The “New World” includes countries like the US, Australia, Chile and South Africa. In Europe there is a big competition between small private family wineries while there are in the “New World” only a few large companies that have a big market share. To give you an example of this Australia have four firms that at the moment have around 75 % of the market while in France there are around 230 000 wineries. The power of buyers seems to be higher in Europe compared to the “New World”, in Europe the consumers have a more sophisticated taste and are more price sensitive compared to the “New World”. In Europe wine is sold through many different supermarkets which provide a wide range of different wine sorts from a lot of different private labels. This can be one of the reasons why the power of the buyers seems to be a bit higher in Europe than in for...
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...Bobmarlay Brewing Company | MARKETING PLAN | | The rationale of BBC marketing plan is to serve as a quick blueprint towards, achieving our objectives. | | Presented by: A Group of Northern Caribbean University Students | 6/24/2013 | | NORTHERN CARIBBEAN UNIVERSITY College of Business & Hospitality Management Department of Professional & Continuing Education Salem Runaway Bay Campus Presented in partial fulfillment of the course MKTG490: Strategic Marketing Assignment Facilitator From: Date June 24, 2013 Lot # 2 Main Street Ocho Rios St Ann Tel. 1876 Website: www.bobmarlay.com Email: Sales@bobmarlay.com customerservice@bobmarlay.com TABLE OF CONTENTS PAGES Company Overview 6 Executive Summary 6-7 Marketing Strategy 7 Mission 7 Marketing Objectives 8 Marketing Mix ...
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