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Other Papers on :Stella Artois

Other Papers on :Branding

E/M/177. The global branding of Stella Artois

(2006, 3500 words)

The paper reports on the global launch of the 'Stella Artois' beer brand by Interbrew conducting Porter's five forces and SWOT analysis of the competitive beer market environment, and critically evaluating the advantages and disadvantages of choosing Stella Artois as the company's global brand. The strengths and weaknesses of Interbrew's strategic targeting are analysed; a marketing plan for the company's further expansion is developed.
 
   
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