Some of the advantages of Interbrew’s strategy to develop selective urban center

Question

Some of the advantages of Interbrew’s strategy to develop selective urban centers as markers rather than the more traditional view of countries as markets is that brand success can be established from young adults in urban cities. Cities in urban areas will be targeted more effectively giving them the option to expand and create more profit. However, selecting urban center may also have disadvantages. One of them being the reduction of competitive position and brand loyalty.

Pro's:- Eventually all markets would demand a more premium and economy priced beer. Mny consumers travelled and globe media was effective for the building of branding the beer.

Con's:- The consumers were part of a low to middle class segment.

Explanation / Answer

In the case study , The global Branding of Stella Artoris: THE CASE STUDY IS IN THE TEXT BOOK- TRANSNATIONAL MANAGMENT 7TH EDITION FROM PAGE 224)

1.       What are the pros and cons of Interbrew’s strategy to develop selective urban centers as

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