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Corona Beer; Modelo - School Essays

Corona Beer; Modelo

Introduction

Grupo Modelo (GM) is a Mexican brewer company with more than 50% share in Mexico. The Mexican beer market was the largest producer and distributor in the beer market. The company is also an important player in the United States premium beer segment with a market share of about 6%. Three of its brands Corona Extra, Modelo Special and Corona Light are among the top ten highest selling imported beers in the US. Grupo Modelo has a distribution system covering over more than 122 countries, with its flagship brand, Corona, being the fourth largest selling brand in the world. Grupo Modelo operations comprise of mainly two areas: brewing process and sales. The brewing operations ...

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of representative offices around the world. Corona, the beer brand of Mexico's Grupo Modelo Company, is the number one imported beer in the USA since 1997. The brand's US importers Barton Beers and Gambrinus had played a vital role in making Corona popular and profitable in the country. In early 2004, the changing demographics, competition and retail consolidation posed many a challenge to Corona. However, Carlos Fernandez, Chief Executive Officer of Grupo Modelo reorganized the company's marketing strategies and concentrated on the growing Hispanic market through new ads and promotional offers to improve the sales.

Competitive Challenges

In 1997 Grupo Modelo was the number one selling import in the U.S.; surpassing the Heineken Brand and while gaining bragging rights (Gamble, Strickland, & Thompson, 2010). Competitive methods illegal in the United States can be illegal in another country. If you go to one of the many franchises owned by Tony Roma in Mexico, the only beer you ...

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Corona Beer; Modelo. (2012, January 15). Retrieved April 20, 2024, from http://www.essayworld.com/essays/Corona-Beer-Modelo/100183

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PAPER DETAILS

Added: 1/15/2012 07:51:33 PM
Submitted By: ihelpu
Category: Business
Type: Premium Paper
Words: 900
Pages: 4

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