Stella Artois s Market Entry Strategy - 1723 Words

Stella Artois, informally called Stella, is a pilsner beer between 4.8 and 5.2% ABV. It is a beer brand from Belgium and it also brewed in other locations. Stella Artois is one of the prominent brands of Anheuser-Busch InBev, the world’s largest brewer. Stella Artois has its own Pouring Ritual and iconic serving chalice and it is savoured in 95 countries as a complement to elegant events and fine dining (ABInBev, 2014). The first point will be discussed is Stella Artois’ s market entry strategy. As same as other international companies, Stella Artois also uses acquisition strategy to expand its market. As InBev attempted to maximise its product portfolio by launching its leading brands into new markets, Stella Artois was launched as a premium product in Latin America (Passport, 2005). China is the key focus of Stella Artois’s efforts to generate growth. The 2014 acquisition helped the company make the fastest growing top 10 player in the market (ABInBev, 2015). T he acquisition also served to strengthen its position in economy larger and enhanced the company’s production and distribution infrastructure in the market. The second point being analyzed is Stella Artois’s marketing strategy. First of all, the packaging strategy of Stella Artois will be analysed. The packaging of Stella Artois has evolved over time. However, the mandate on the design has not change. All packaging must be supreme quality and worth (Stella Artois, 2004). Stella Artois packaging always exclusiveShow MoreRelatedThe Global Branding of Interbrew and Stella Artois1084 Words   |  5 PagesThe Global Branding of Interbrew and Stella Artois One of the largest brewers in the world, Interbrew grew rapidly in the 1990s from its home market in Belgium to a global presence in markets around the world. 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