Essay about The Global Branding of Stella Artois

Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. This case examines the early stages of Interbrew's global branding strategy and tactics, enabling students to consider these concepts in the context of a fragmented but consolidating industry.

* Factors of internal environment include risk management philosophy, risk appetite, board of directors, etc.

These factors influence the internal environment of an organisation and they help in identifying the past and the present of the company, It also provides a frame work for reviewing strategy position and direction of the company.

An analysis of a firm’s internal environment can be completed through various methods. These methods are value chain analysis, three circle analysis, SWOT

Internal environment are SW which stands for strength and weakness, actually analysis of internal organization and external environment OT stands f opportunities and threats

With regards to Interbrew’s suppliers, Interbrew has begun to use a smaller number of its best suppliers and work closer with them. They also have gone to single suppliers for the major commodities and were moving towards extending this approach to all operations worldwide. This indicates that the suppliers will have low to medium power with Interbrew, as Interbrew will be placing such huge orders7 from them as they are the fourth largest brewer in the world. Interbrew is currently using this strategic sourcing and it has proved successful. This indicates that Interbrew should use a cost focus strategy as they can apply this method to all of their suppliers and generate additional savings through working with a smaller supplier base.

There are forces which exist in the General environment with which Brinker International (BI) would have to deal with. Forces such as Economic, Technological, Socio-Cultural, Demographic, Political and Global which exist in the general environment adds another dimension and could affect the organizations day to day operations. Managers would need to consider the impact of these forces.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

It is defined as all the forces or conditions that are available within an environment that affects an organization and business. It is also known as controllable factors because business can control them. The internal environment deals with the management of resources like human resources, physical resources, technology, monetary resources and others that constitute the organization in order to implement or execute a strategy. Internal environment also includes culture and other intangible aspects like teamwork, coordination, efficiency level of employees, employee’s salaries and monitoring costs. The strategy for competition should also be in sync with the internal resources especially the internal environment.

Stella Artois, informally called Stella, is a pilsner beer between 4.8 and 5.2% ABV. It is a beer brand from Belgium and it also brewed in other locations. Stella Artois is one of the prominent brands of Anheuser-Busch InBev, the world’s largest brewer. Stella Artois has its own Pouring Ritual and iconic serving chalice and it is savoured in 95 countries as a complement to elegant events and fine dining (ABInBev, 2014). The first point will be discussed is Stella Artois’ s market entry strategy. As same as other international companies, Stella Artois also uses acquisition strategy to expand its market. As InBev attempted to maximise its product portfolio by launching its leading brands into new markets, Stella Artois was launched as a premium product in Latin America (Passport, 2005). China is the key focus of Stella Artois’s efforts to generate growth. The 2014 acquisition helped the company make the fastest growing top 10 player in the market (ABInBev, 2015). The acquisition also served to strengthen its position in economy larger and enhanced the company’s production and distribution infrastructure in the market. The second point being analyzed is Stella Artois’s marketing strategy. First of all, the packaging strategy of Stella Artois will be analysed. The packaging of Stella Artois has evolved over time. However, the mandate on the design has not change. All packaging must be supreme quality and worth (Stella Artois, 2004). Stella Artois packaging always exclusive

1. Each student will read the case(s) ahead of time before attending to the class.

Internal Environment is the review that looks at the company operations, internal guidance as well as mission. Internal environment does consist of the value – chain analysis as well as the research based view tool.

The internal environment analysis focuses on current marketing strategy and performance, present and anticipated organizational resources, current and projected cultural and structural issues, and the customer environment. On the other hand, the external environment addressed competition, economic growth and stability, political trends, Legal and Regulatory Issues, technological advancements, sociocultural trends, and the SWOT analysis.

The internal environment consists of the inherent competencies of the firm and the structure of its internal systems and processes. It is imperative for the organization to conduct an internal analysis

As the name suggests, “internal” business environment refers to internal factors and resources that affect the running of the business. This primarily includes the workforce where the employees play a vital role in affecting company’s performance. If a company has well trained or motivated employees, that company is likely to get good output from them. However, if the same company recruits unmotivated employees who do not perform well or dig in their heels when a new plan arrived, this will affect that company’s production levels and ultimately hinder its profitability. Another factor to consider is all the capabilities that a company possesses. The tool used to monitor them is the resource based