It is not paradoxical for Interbrew to try and establish Stella Artois as a glob

Question

It is not paradoxical for Interbrew to try and establish Stella Artois as a global brand while focusing on selected cities whose collective population constitutes only minuscule portion of the global population because the selection of the cities was decided based on the strategy by the brand where they selected only those cities which have the maximum potential and which are ready to experience a premium brand. The strategy is consolidated to only target specific cities as markets after careful selection of most potential cities which can increase the brand value and bring in revenues, not dilute the premium image and status of the brand.

The other factor responsible for this strategy was to gain global recognition of the brand and only be present in those cities where the brand can flourish and compete with other premium brands in the same segment. Gaining such a brand recognition is very critical for Interbrew.

Explanation / Answer

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

1.       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?

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