02691nam a22004571i 4500 000707803 CaToSAGE 20240202172917.0 20200121181116.8 m|||||o||d|||||||| cr ||||||||||| 200121s2019 enka fo 000 0|eng|d NEZPRACOVANÝ IMPORT 9781529722444 (ebook) : No price (OCoLC)1141297595 CaToSAGE eng CaToSAGE rda pn UtOrBLW HF1416 .H46 2019 658.848 Hennessy, Julie, author. Stella Artois in South Africa : cause marketing and the building of a global brand / Julie Hennessy. London : Kellogg School of Management, 2019. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business Cases Originally Published InHennessy, J. (2019). Stella Artois in South Africa: Cause Marketing and the Building of a Global Brand. 5-418-754. Evanston, IL: Kellogg School of Management, Northwestern University. Stella Artois, an AB InBev brand, is the world's best-selling Belgian beer. In early 2017, Ricardo Tadeu, AB InBev Zone President for Africa, is planning the brand's entry into its next export market: South Africa. The case explores Stella's introduction strategies into three of its export markets—the UK (1976), the US (2000), and Mexico (2016)—examining the drivers of the brand's success as well as its failures. Students will analyze the brand's previous launches to determine what made it successful in some markets and not in others. They will apply these learnings to develop a strategy for the brand's introduction to the South African market. Beyond the central discussion of growth through international expansion, the case addresses issues of brand positioning for premium products, changing consumer perceptions, the use of cause marketing, category development and maturity, and competitive strategy. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Anheuser-Busch, Inc. Case studies. Export marketing Case studies. Drinking and alcoholic beverages Marketing Case studies. SAGE Business Cases. SAGE Knowledge https://sk.sagepub.com/cases/stella-artois-south-africa-cause-marketing-building-of-a-global-brand Plný text SBC EB NEPOSILAT EB