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Cerveceria Polar: The Bear Awakens
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Founded in 1941, CervecerÃa Polar had kept its position as absolute market leader in beer production and distribution in Venezuela with its traditional Pilsen for over sixty years. In 1997, it introduced its Polar Light beer, which was well received on the market. However, in November 2001, CervecerÃa Regional launched its new Light beer, which soon became a challenge to the market leader. This new product met consumers´ expectations: a light, soft beer packaged in a transparent glass bottle that helped reinforce its attributes. A few months after its launching, it had already achieved 25% market share in the light category. To respond to the threat posed by Regional Light, Polar management awaited its new Chief Marketing Officer for the Beer and Malt Strategic Unit, Cesar Menendez, to recommend future actions aimed at maintaining the company´s leadership position. What action plan would you recommend at the strategic planning meeting?