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