<map version="0.9.0">
    <node TEXT="corona" ID="ID_null">
        <node TEXT="Modelo in world" POSITION="left" ID="ID_null">
            <node TEXT="International market protected Modelo from unstable peso" POSITION="left" ID="ID_null"/>
            <node TEXT="Fifth largest distributor in world" POSITION="left" ID="ID_null">
                <node TEXT="Can they sustain that trend" POSITION="left" ID="ID_null"/>
                <node TEXT="in 12 years" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="One of top 10 breweries in world" POSITION="left" ID="ID_null"/>
        </node>
        <node TEXT="Carloz Fernandez CEO" POSITION="left" ID="ID_null">
            <node TEXT="CEO Since 1997" POSITION="left" ID="ID_null">
                <node TEXT="29 years old" POSITION="left" ID="ID_null">
                    <node TEXT="working there since 13" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="vision: top five brewers" POSITION="left" ID="ID_null">
                <node TEXT="International Business model" POSITION="left" ID="ID_null">
                    <node TEXT="experienced local distributors" POSITION="left" ID="ID_null"/>
                    <node TEXT="Growing international demand" POSITION="left" ID="ID_null"/>
                    <node TEXT="Capitalize on NAFTA" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="top 10 beer producers in world" POSITION="left" ID="ID_null">
                    <node TEXT="7.8 % sales growth compounded over ten years" POSITION="left" ID="ID_null"/>
                    <node TEXT="2005" POSITION="left" ID="ID_null">
                        <node TEXT="12.3 % exports" POSITION="left" ID="ID_null"/>
                        <node TEXT="4% increase domestically" POSITION="left" ID="ID_null"/>
                        <node TEXT="export sales 30%" POSITION="left" ID="ID_null"/>
                    </node>
                    <node TEXT="Corona Extra" POSITION="left" ID="ID_null">
                        <node TEXT="worlds fourth best selling beer" POSITION="left" ID="ID_null"/>
                        <node TEXT="56% shar of domestic market" POSITION="left" ID="ID_null"/>
                        <node TEXT="Since 1997 #1 import in US" POSITION="left" ID="ID_null">
                            <node TEXT="outsold competitor by 50%" POSITION="left" ID="ID_null"/>
                        </node>
                    </node>
                </node>
            </node>
            <node TEXT="Expanding production " POSITION="left" ID="ID_null">
                <node TEXT="renovate facility in Zacatecas" POSITION="left" ID="ID_null"/>
                <node TEXT="300 million investment" POSITION="left" ID="ID_null"/>
            </node>
        </node>
        <node TEXT="US Beer Market" POSITION="left" ID="ID_null">
            <node TEXT="2nd largest nest to China" POSITION="left" ID="ID_null"/>
            <node TEXT="Consumption six times higher per cap" POSITION="left" ID="ID_null"/>
            <node TEXT="Groth expectations reduced" POSITION="left" ID="ID_null"/>
            <node TEXT="80% of market" POSITION="left" ID="ID_null">
                <node TEXT="AB" POSITION="left" ID="ID_null">
                    <node TEXT="75% of industry profits" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="adolf coors" POSITION="left" ID="ID_null"/>
                <node TEXT="Miller" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="dense network of regional craft brewing" POSITION="left" ID="ID_null"/>
            <node TEXT="volume main driver" POSITION="left" ID="ID_null"/>
        </node>
        <node TEXT="Modelo in Mexico" POSITION="left" ID="ID_null">
            <node TEXT="History to 1970" POSITION="left" ID="ID_null">
                <node TEXT="formed in 1922" POSITION="left" ID="ID_null">
                    <node TEXT="Pablo Diez Fernandez, Braulio Irare, Marin Oyamburr" POSITION="left" ID="ID_null"/>
                    <node TEXT="Iriarte died in 1932" POSITION="left" ID="ID_null"/>
                    <node TEXT="Diez sole owner 1936" POSITION="left" ID="ID_null"/>
                    <node TEXT="Fernandez Family Sole owner since 1936" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="focus on Mexico City" POSITION="left" ID="ID_null"/>
                <node TEXT="Modelo 1st Brand" POSITION="left" ID="ID_null"/>
                <node TEXT="Corona 2nd Brand" POSITION="left" ID="ID_null">
                    <node TEXT="Clear Glass Customers preference" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="1940s period of strong growth " POSITION="left" ID="ID_null">
                    <node TEXT="concentrate domesti&#172;cally " POSITION="left" ID="ID_null"/>
                    <node TEXT="improve distribution methods and produc&#172;tion facilities " POSITION="left" ID="ID_null">
                        <node TEXT="distribution: direct with profit sharing" POSITION="left" ID="ID_null"/>
                    </node>
                </node>
                <node TEXT="bought the brands and assets of the Toluca y Mexico Brewery" POSITION="left" ID="ID_null">
                    <node TEXT="1935" POSITION="left" ID="ID_null"/>
                    <node TEXT="country's oldest brand of beer" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="1971, Antonino Fernandez was appointed CEO" POSITION="left" ID="ID_null">
                <node TEXT="Mexican Stock exchange in 1994" POSITION="left" ID="ID_null"/>
                <node TEXT="Anheuser-Busch 17.7 % of the equity" POSITION="left" ID="ID_null">
                    <node TEXT="The 50.2 % represented 43.9%  voting" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="Largest Beer producer and distrubutor in Mexico" POSITION="left" ID="ID_null">
                <node TEXT="corona 56% share" POSITION="left" ID="ID_null"/>
            </node>
        </node>
        <node TEXT="Modelo in US" POSITION="right" ID="ID_null">
            <node TEXT="History" POSITION="left" ID="ID_null">
                <node TEXT="1979" POSITION="left" ID="ID_null"/>
                <node TEXT="Amalgamated Distillery Products Inc. (" POSITION="left" ID="ID_null">
                    <node TEXT="later renamed Barton Beers Ltd." POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="gained popularity in southern states" POSITION="left" ID="ID_null"/>
                <node TEXT="rapid growth 1980s" POSITION="left" ID="ID_null">
                    <node TEXT="second most popular imported beer" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="1991" POSITION="left" ID="ID_null">
                    <node TEXT="doubling of federal excise tax on beer" POSITION="left" ID="ID_null">
                        <node TEXT="sales decrease of 15 percent" POSITION="left" ID="ID_null"/>
                        <node TEXT="distributor absorb the tax 92" POSITION="left" ID="ID_null"/>
                    </node>
                    <node TEXT="distributors took the loss" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="2007 5 beers to us" POSITION="left" ID="ID_null">
                <node TEXT="3 of top 8 beers in US" POSITION="left" ID="ID_null"/>
                <node TEXT="Heineken" POSITION="left" ID="ID_null">
                    <node TEXT="Main Import Comptitor" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="131 million cases" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="Marketing" POSITION="left" ID="ID_null">
                <node TEXT="surfing mythology" POSITION="left" ID="ID_null"/>
                <node TEXT="not selling premium quality" POSITION="left" ID="ID_null"/>
                <node TEXT="not testosterone driven" POSITION="left" ID="ID_null"/>
                <node TEXT="found new following" POSITION="left" ID="ID_null"/>
                <node TEXT="beer for non beer drinkers" POSITION="left" ID="ID_null"/>
                <node TEXT="dependable second choise" POSITION="left" ID="ID_null"/>
                <node TEXT="Fun in the sun" POSITION="left" ID="ID_null">
                    <node TEXT="Barton Beer's idea" POSITION="left" ID="ID_null"/>
                    <node TEXT="escape" POSITION="left" ID="ID_null"/>
                    <node TEXT="relaxation" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="1996ad budget" POSITION="left" ID="ID_null">
                    <node TEXT="Corona 5.1 mil" POSITION="left" ID="ID_null"/>
                    <node TEXT="Heiniken 15 mil" POSITION="left" ID="ID_null"/>
                    <node TEXT="an bsch 192 mil" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="Us dist contracts" POSITION="left" ID="ID_null">
                <node TEXT="importer/distributors" POSITION="left" ID="ID_null">
                    <node TEXT="Local Companies" POSITION="left" ID="ID_null"/>
                    <node TEXT="Autonomous" POSITION="left" ID="ID_null"/>
                    <node TEXT="competitive relationship" POSITION="left" ID="ID_null"/>
                    <node TEXT="transportation" POSITION="left" ID="ID_null"/>
                    <node TEXT="insurance" POSITION="left" ID="ID_null"/>
                    <node TEXT="pricing" POSITION="left" ID="ID_null"/>
                    <node TEXT="customs" POSITION="left" ID="ID_null"/>
                    <node TEXT="advertixing" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="procermex inc" POSITION="left" ID="ID_null">
                    <node TEXT="Modelo us subsidiary" POSITION="left" ID="ID_null"/>
                    <node TEXT="Support" POSITION="left" ID="ID_null"/>
                    <node TEXT="Supervise" POSITION="left" ID="ID_null"/>
                    <node TEXT="Coordinate" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="Modelo had final say on brand image" POSITION="left" ID="ID_null"/>
                <node TEXT="production in Mexico" POSITION="left" ID="ID_null"/>
                <node TEXT="Chicago based Barton Beers 1st" POSITION="left" ID="ID_null">
                    <node TEXT="largest importer in 25 western states" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="Gambrinus" POSITION="left" ID="ID_null">
                    <node TEXT="1986" POSITION="left" ID="ID_null"/>
                    <node TEXT="eastern dist" POSITION="left" ID="ID_null"/>
                </node>
            </node>
        </node>
        <node TEXT="The Beer market" POSITION="right" ID="ID_null">
            <node TEXT="traditionally a clustered market" POSITION="left" ID="ID_null"/>
            <node TEXT="many local breweries" POSITION="left" ID="ID_null"/>
            <node TEXT="no means of transport" POSITION="left" ID="ID_null"/>
            <node TEXT="colsolition happened in 1800s" POSITION="left" ID="ID_null"/>
            <node TEXT="different countries had different tastes" POSITION="left" ID="ID_null"/>
            <node TEXT="90s national leaders expanded abroad" POSITION="left" ID="ID_null"/>
            <node TEXT="startup costs high" POSITION="left" ID="ID_null">
                <node TEXT="industry supported conectration" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="Interbrew" POSITION="left" ID="ID_null">
                <node TEXT="Belgian" POSITION="left" ID="ID_null"/>
                <node TEXT="aquired breweries in 20 countries" POSITION="left" ID="ID_null"/>
                <node TEXT="sales in 110 countries" POSITION="left" ID="ID_null"/>
                <node TEXT="local managers controlling brands" POSITION="left" ID="ID_null"/>
                <node TEXT="flagship brand: Stella Artois" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="2004 merger" POSITION="left" ID="ID_null">
                <node TEXT="#1 Interbrew" POSITION="left" ID="ID_null"/>
                <node TEXT="#5 Am Bev - Brazil" POSITION="left" ID="ID_null"/>
                <node TEXT="largest merge" POSITION="left" ID="ID_null">
                    <node TEXT="worth 12.8 billion" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="2007" POSITION="left" ID="ID_null">
                <node TEXT="inbev" POSITION="left" ID="ID_null"/>
                <node TEXT="SAP Miller" POSITION="left" ID="ID_null"/>
                <node TEXT="Heineken" POSITION="left" ID="ID_null">
                    <node TEXT="produces beer domestically" POSITION="left" ID="ID_null">
                        <node TEXT="parent of local distributors" POSITION="left" ID="ID_null">
                            <node TEXT="marketing" POSITION="left" ID="ID_null"/>
                            <node TEXT="importing" POSITION="left" ID="ID_null">
                                <node TEXT="import taxes passed on to consumer" POSITION="left" ID="ID_null"/>
                            </node>
                            <node TEXT="distribution" POSITION="left" ID="ID_null"/>
                        </node>
                    </node>
                    <node TEXT="marketing" POSITION="left" ID="ID_null">
                        <node TEXT="premium beer" POSITION="left" ID="ID_null"/>
                        <node TEXT="premium brand" POSITION="left" ID="ID_null"/>
                        <node TEXT="no mythology" POSITION="left" ID="ID_null"/>
                        <node TEXT="superior taste" POSITION="left" ID="ID_null"/>
                        <node TEXT="2006 aggressive marketing campaign" POSITION="left" ID="ID_null">
                            <node TEXT="Heineken Premium Light" POSITION="left" ID="ID_null"/>
                        </node>
                    </node>
                    <node TEXT="reputation of top selling beer in world" POSITION="left" ID="ID_null"/>
                    <node TEXT="Dutch" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="Anh Bush" POSITION="left" ID="ID_null">
                    <node TEXT="produces in foreign markets" POSITION="left" ID="ID_null"/>
                </node>
            </node>
            <node TEXT="Beer Marketing" POSITION="left" ID="ID_null">
                <node TEXT="People drink marketing" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="Future" POSITION="left" ID="ID_null">
                <node TEXT="domestic and foreign threats" POSITION="left" ID="ID_null"/>
                <node TEXT="other merger talks" POSITION="left" ID="ID_null"/>
                <node TEXT="Inbev in talks with Anh Bush" POSITION="left" ID="ID_null">
                    <node TEXT="Two biggest companies will create huge company" POSITION="left" ID="ID_null"/>
                </node>
                <node TEXT="Sales were decreasing due to competitive media budgets" POSITION="left" ID="ID_null"/>
            </node>
        </node>
        <node TEXT="Mexico Industry" POSITION="right" ID="ID_null">
            <node TEXT="has most trade agreements in world" POSITION="left" ID="ID_null"/>
            <node TEXT="one of the largest domestic beer markets" POSITION="left" ID="ID_null"/>
            <node TEXT="imported beer only 1% sales" POSITION="left" ID="ID_null">
                <node TEXT="half were anh bcsh dist by modelo" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="modelo" POSITION="left" ID="ID_null">
                <node TEXT="NAFTA S.A. An Bucsh" POSITION="left" ID="ID_null"/>
                <node TEXT="62.8% of market" POSITION="left" ID="ID_null"/>
            </node>
            <node TEXT="FEMSA" POSITION="left" ID="ID_null">
                <node TEXT="domestic market" POSITION="left" ID="ID_null">
                    <node TEXT="37% of domestic market" POSITION="left" ID="ID_null"/>
                    <node TEXT="production and distribution in Mexico: peso not a threat" POSITION="left" ID="ID_null"/>
                    <node TEXT="Owns Oxxo C" POSITION="left" ID="ID_null">
                        <node TEXT="CA largest chain of conv stores" POSITION="left" ID="ID_null"/>
                    </node>
                    <node TEXT="leads domestic premium beer market" POSITION="left" ID="ID_null"/>
                    <node TEXT="997 to 2004 taking domestic market share" POSITION="left" ID="ID_null"/>
                    <node TEXT="NAFTA SACoca cola" POSITION="left" ID="ID_null">
                        <node TEXT="Exclusive distributor" POSITION="left" ID="ID_null"/>
                    </node>
                </node>
                <node TEXT="foriegn market" POSITION="left" ID="ID_null">
                    <node TEXT="Partnership Heiniken" POSITION="left" ID="ID_null">
                        <node TEXT="Distribution in US" POSITION="left" ID="ID_null"/>
                    </node>
                    <node TEXT="90s entry to us market failed" POSITION="left" ID="ID_null"/>
                    <node TEXT="Recently partnered with Heiniken for US market" POSITION="left" ID="ID_null">
                        <node TEXT="2005 18.7% growth" POSITION="left" ID="ID_null"/>
                    </node>
                </node>
            </node>
        </node>
    </node>
</map>