學門類別
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Labatt Ice
內容大綱
Labatt Breweries of Canada introduced its Ice Beer to the Canadian market, it gained rapid acceptance by consumers, and has spawned imitators and attracted the interest of brewers in the United States. The president of Labatt Breweries, Hugo Powell, must decide if and how Labatt should enter the U.S. market with its product and new brewing technology. The case provides information on the Canadian and United States beer markets, pointing out the differences that Labatt has to consider in trying to profit from its new product in the U.S. An in-depth note Note on the Mexican Beer Industry is available to accompany this case.
學習目標
To have students analyze the United States (U.S.) business environment for the brewing industry, in an effort to determine how Labatt Breweries of Canada (Labatt) can best exploit its Ice Brewing technology in the U.S. market. This case can be used as a summary case to discuss how political, economic, social and technological forces interact and affect the operations of businesses.