The Global branding of Stella Atoris case study
1. Does it make sense for Interbrew to develop a global brand?
2. Does Stella Artois appear to be the right choice as the company's flagship brand?
3. What are the pros and cons of Interbrew's strategy to develop selective urban centers as markets rather than the more traditional view of countries as markets?
4. What would Interbrew have to do to succeed with Stella in the major urban market closest to where you live? Will these requirements vary much between major cities?
5. Is it paradoxical for Interbrew to try to establish Stella Artois as a global brand while focusing on selected cities whose collective population constitutes only a miniscule portion of the global population? Through which mechanisms might Interbrew's strategy still have the desired outcome?