Proceso de internacionalización Grupo Modelo

Julio Cesar Zubillaga Cortés

Abstract Español •En ésta presentación analizaremos a

detalle el proceso de internacionalización de Grupo Modelo SA de CV, así como las estrategias que a utilizado a lo largo de los años para ir ingresando en nuevos mercados, además de descubrir como se fué adaptando a cada una de las circunstancias que se le presentaron ya dentro de cada uno de los mercados.

Abstract Inglés • In this presentation it will discuss in

detail the process of internationalization of Grupo Modelo SA de CV , as well as strategies that used over the years to go entering new markets, and discover how it was adapted to each of the circumstances that they were presented already within each of the markets.

Abstract Francés•Cette présentation traitera en détail le

processus d'internationalisation de Grupo Modelo SA de CV, ainsi que des stratégies qui a utilisé au cours des années pour aller pénétrer de nouveaux marchés , et découvrir comment il a été adapté à chacune des circonstances qui étaient déjà présents dans chacun des marchés.

Why the go abroad?For the sales manager

there were two detonatorsFind new

horizons for the Group's growth ,

taking into a count a new

alternatives to expand abroad

Locate from the first moment the

price of beer Corona price of imported beer leader most

expensive on the market

How did they find new markets?

• Analysis of niche markets of interest

Feasibility analysis

•Analysis of economic, financial , cultural topics

Investigación de condiciones

•intellectual property issues , local laws and reviewing contracts

Legal research

•at conventions , seminars , trade fairs , business visits

Analysis for the distribution

• based on the experience they have in the industry, its market reputation , financial strength , adequate infrastructure

selection of a suitable

candidate

1933 First sporadic exports to the

US.

1985First sporadic exports to the

US.

1986Corona

becomes the second most

popular imported beer brand in the

US.

1990Corona reaches

countries such as Hong Kong, Singapore and

Greece, besides other countries with a strong beer tradition such

as the Netherlands, Germany and

Belgium

2006The joint venture between

Grupo Modelo and

Constellation Brands, to

form Crown Imports LLC, is announced

2013Grupo Modelo is part of AB -

InBev, the largest brewer

in the world.mundo

Grupo modelo in the world United States Canada•

It wasdesigned a program where measures to distribute resources more efficiently reallocate the sales team and to implement new and creative marketing and advertising strategies

• Today the Group has three brands among the top five imported and is the only company that has all its export portfolio among the top 20

• Grupo Modelo has the alliance known as Modelo Molson Imports.

• Grupo Modelo has a market share of around 20% and is the number one beer in the import segment .

• Sponsor two Canadian major golf tournaments

Grupo modelo in the world Región Europea Russia• A growth was presented in

more than 23 countries , among mainly on Italy, Sweden , Belgium , Poland , Finland , Hungary and Croatia

• It has developed social responsibility campaigns as Corona Save The Beach, which is a program for cleaning the beaches developed.

•Russia and eight other countries of the former Soviet Union , Carlsberg and Grupo Modelo signed a collaboration agreement to import, distribute and market the Corona Extra brand , which the existing cooperation between the two companies expanded

Grupo modelo in the world Latin America Austrlia •

The Group recorded growth in Argentina , Belize, Colombia , Chile, Nicaragua and Panama , and Corona is the number one imported beer in 11 countries.  Corona Extra in Chile reached the first place among imported beers

• It maintains its leadership in the segment of imported premium brands , with a share of over 35% , equivalent to more than three times that of its nearest competitor.

• In Australia and New Zeland campaign From Where You’d Rather Be has genertaed a helthy reputation about the brand

Conclusions•

Grupo Modelo has consistently worked to achieve the high level of internationalization is today.In the Worldwide they designed advertising campaigns that share the same style and message, also they have established strategic alliances that contribute to making the second most important company in the worldwilde .

Bibliography• Recuperado el 6 de Marzo de 2016, de Grupo Modelo:

http://m.gmodelo.mx/quienes/historia.jsp• FORBES STAFF. (15 de Noviembre de 2014).

Recuperado el 6 de Marzo de 2016, de FORBES: http://www.forbes.com.mx/grupo-modelo-guia-para-conquistar-al-mundo-a-traves-de-una-corona/

• JUAN CARLOS CRUZ VARGAS . (29 de mayo de 2014). Recuperado el 6 de Marzo de 2016, de Proceso: http://www.proceso.com.mx/373433/venta-de-grupo-modelo-apuntalo-inversion-extranjera-en-mexico-cepal

• (2013). En R. Curiel, Casos de Marketing Estratégico (pág. 143).