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Femsa Cerveza: Sol in the UK
內容大綱
The export director for Cerveceria Cuauhtemoc Moctezuma, of Monterrey, Mexico, must develop a sophisticated marketing strategy in order to earn a permanent place for the brewery's SOL brand in the UK brewing market, considered to be one of the world's most dynamic and competitive beer markets. Specifically, he must decide how to position the brand; what brand characteristics, if any, should be modified; what new distribution channels, if any, should be pursued; and finally, what type of advertising and promotional campaign is necessary.
學習目標
<ul><li>To help students recognize the dynamic nature of markets, and the need to develop an appropriate response to changing market conditions as both competitors and customers evolve over time.</li><li>To demonstrate both the strengths and limitations of country-of-origin in developing a marketing strategy, particularly from the perspective of an industrializing nation.</li><li>To reinforce concepts of competitive analysis and positioning.</li></ul>This case can be used effectively near the end of an introductory Marketing course (to introduce marketing planning concepts), in a Marketing Planning or Marketing Strategy elective course (as part of the product or communication modules), in an International Marketing elective course, or even an International Business elective course.