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TheGlobalBrandingofStellaArtois斯特拉·阿托伊斯啤酒的全球品牌战略InApril2000,PaulCooke,chiefmarketingofficerofInterbrew,theworld'sfourthlardestbrewer,contemplatedthefurtherdevelopmentoftheirpremiumproduct,StellaArtois,asthecompany'sflagshipbrand（旗舰品牌）inkeymarketsaroundtheworld.Althoughthelong-rangeplanfor2000-2002hadbeenapproved,therestillremainedsomeimportantstrategicissuestoresolve.Interbrewtraceditsoriginsbackto1366toabrewerycalledDenHoorn,locatedinLeuven,atownjustoutsideofBrussels.In1717,whenitwaspurchasedbyitsmasterbrewer,SebastiaanArtios,thebrewerychangeditsnametoArtois.ABriefHistoryofInterbrewexpansion(扩张)acquisition（并购）brandportfolio（品牌组合）aphaseofrapidgrowthThroughacquisitionexpendituresofUS$2.5billioninthepreviousfouryears,InterbrewhadtransformeditselffromasimpleBelgianbreweryintooneofthelargestbeercompaniesintheworld.bythe1999,thecompanyhadbecomeabreweronatrulyglobalscalethatnowderivedmorethan90percentofitsvolumefrommarketsoutsideBelgium.Itremainedaprivatelyheldcompany,headquarteredinBelgium,withsubsidiariesandjointventuresin23countriesacrossfourcontinents.4TheInternationalMarketforBeer国际啤酒市场WorldMarketForBeerMatureMarketsGrowthMarketsNorthAmericaWesternEuropeAustralasiaLatinAmericaAsiaCentralEuropeEasternEuropeRussiaInthe1190s,theworldbeermarketwasgrowingatannualrateofonetotwopercent.In1998,beerconsumptionreachedatotalof1.3billionhectolitres(hls).Therewere,however,greatregionaldifferencesinbothmarketsizeandgrowthrates.Mostindustryanalystssplittheworldmarketforbeerbetweengrowthandmaturemarkets.5TheInternationalMarketforBeer国际啤酒市场topfourpiayerssoftdrinkindustrytobaccospiritsOpportunitieseconomiesofscaleinproductionadvertisingdistributionBeerInduetryStructure啤酒产业的结构22%78%44%60%22%theratiooffixedversusvariablecostsofbeerproductionwasrelativelyhighlocaltastesdifferedthefactorsBringmoreoperationsunderacommonadministrationInsomecases,beerbrandhadhundredsofyearsofheritagebehindthemandhadbecomesuchanintegralpartofeverydaylifethatconsumerswereoftenfiercelyloyaltotheirlocalbrewthemeasuresThroughInterbrew'sacquisitionsinthe1990s,thecompanyhadexpandedrapidly.Duringthisperiodthecompany'stotalvolumeshadincreasedmorethanfourfold.Volumegrowthhadpropelledthecompanyintothenumberfourpositionamongtheworld'sbrewers.Interbrew'sGlobalPositionINTERBREW的全球地位1.FollowingtheacquisitionofLabattin1995,Interbrew'scorporatewasdividedintotwogeographiczones:theAmericaandEurope/Asia/Africa.Interbrew'sCorporateStructureINTERBREW的公司结构2.ThisstructurewasinplaceuntilSeptenber1999whenInterbrewshiftedtoafullyintegratedstructuretoconsolidateitsholdingsinthefaceofindustryglobalization.3.TheformerheadoftheEurope/Asia/Africadivisionassumedtheroleofchiefoperatingofficer,butsubsequentlyresignedandwasnotreplaced,leavingInterbrewwithamoreconventionalstructure,withthefiveregionalsheadsandthevariouscorporatefunctionalmanagersreportingdirectiytotheCEO.RecentPerformance当前表现1.Thepremiumandspecialtybeermarketsweregrowingquickly.2.Thelarge,maturemarketsshiftitsproductmixtotakeadvangeofthistrendandthesuperiormariginsitoffered.3.Theothorcontinuingdevelopmentwasthegrowthoflightbeersegment,whichhadbecomeover40percentofthetotalsales.operationsstrategymarketstrategybrandstrategyInterbrewCorporateStrategyINTERBREW的公司战略ThethreefacetsofInterbrew'scorporatestrategy,bands,marketsandoperations,wereconsidered”thesidesoftheInterbrewtriangle”.Eachoftheseaspectsofcorperatestrategrywasconsideredtobeequallyimportantinordertoachievethefundamentalobjectivesofincreasingshareholdervaule.theunderlyingobjectives:whenconsolidateitspositionsinmaturemarketsandimprovemarginsthroughhighervolumesofpremiumandspecialtybrands.Interbrewhadbeguntorationalizeitssupplybaseaswell.Interbrewbelievedthatinnovvechangesresulted,savingbothpartiesconderablesumseveryyear.StrategicSourcing战略资源整合operationsstrategy生产战略CapacityUtilization生产能力的利用Giventhatbrewingwasacapital-intensivebusiness,capacityutilizationhadamajorinfuenceonprofitability.Basedonthebeliefthattheworld'sbeermarketswouldundoergofurtherconsolidation,Interbrew'smarketstrategywastobuildsignificantpositionsinmarketsthathadlong-termvolumegrowthpotential.growthmarkets成长市场marketstrategy市场战略maturemarkets成熟市场Interbrew'sgoalsinitsmaturemarketsweretocontinuetobuildmarketshareandtoimprovemarginsthroughgreaterefficienciesinproduction,distributionandmarketing.TheunderlyingobjectivesofInterbrew'smarketstrategyweretoincreasevolumeandtolessenitsdependenceonBelgiumandCanada,itstwotraditionalmarkets.14upgradeproductqualityandtoimprovethepositioninoftheacquiredlocalcorelagerbrands.identifycertainbrands,typicallyspecialtyproducts.andtodevelopthemonaregionalbasisacrossagroupofmarkets.identifyakeycorporatebrandandtodevelopitasaglobalproduct.1010432Brandstrategy品牌战略by1998theneedtoidentifyabrandfromitswideportfoliotosystematicallyuntil1997laissezfaireStellaArtois,Interbrew'smostbroadlyavailableandoldestbrand,receivedanimportantnewthrustwhenitwaslaunchedthroughlocalproductioninthreeofthecompany'ssubsidiariesinCentralEuropein1997.TheEvolutionofInterbrew'sGlobalBrandStrategyINTERB