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194 lines
6.6 KiB
Plaintext
194 lines
6.6 KiB
Plaintext
1 corona
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1.1 Modelo in world
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1.1.1 International market protected Modelo from unstable peso
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1.1.2 Fifth largest distributor in world
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1.1.2.1 Can they sustain that trend
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1.1.2.2 in 12 years
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1.1.3 One of top 10 breweries in world
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1.2 Carloz Fernandez CEO
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1.2.1 CEO Since 1997
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1.2.1.1 29 years old
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1.2.1.1.1 working there since 13
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1.2.2 vision: top five brewers
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1.2.2.1 International Business model
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1.2.2.1.1 experienced local distributors
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1.2.2.1.2 Growing international demand
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1.2.2.1.3 Capitalize on NAFTA
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1.2.2.2 top 10 beer producers in world
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1.2.2.2.1 7.8 % sales growth compounded over ten years
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1.2.2.2.2 2005
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1.2.2.2.2.1 12.3 % exports
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1.2.2.2.2.2 4% increase domestically
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1.2.2.2.2.3 export sales 30%
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1.2.2.2.3 Corona Extra
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1.2.2.2.3.1 worlds fourth best selling beer
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1.2.2.2.3.2 56% shar of domestic market
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1.2.2.2.3.3 Since 1997 #1 import in US
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1.2.2.2.3.3.1 outsold competitor by 50%
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1.2.3 Expanding production
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1.2.3.1 renovate facility in Zacatecas
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1.2.3.2 300 million investment
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1.3 US Beer Market
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1.3.1 2nd largest nest to China
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1.3.2 Consumption six times higher per cap
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1.3.3 Groth expectations reduced
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1.3.4 80% of market
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1.3.4.1 AB
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1.3.4.1.1 75% of industry profits
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1.3.4.2 adolf coors
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1.3.4.3 Miller
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1.3.5 dense network of regional craft brewing
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1.3.6 volume main driver
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1.4 Modelo in Mexico
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1.4.1 History to 1970
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1.4.1.1 formed in 1922
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1.4.1.1.1 Pablo Diez Fernandez, Braulio Irare, Marin Oyamburr
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1.4.1.1.2 Iriarte died in 1932
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1.4.1.1.3 Diez sole owner 1936
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1.4.1.1.4 Fernandez Family Sole owner since 1936
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1.4.1.2 focus on Mexico City
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1.4.1.3 Modelo 1st Brand
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1.4.1.4 Corona 2nd Brand
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1.4.1.4.1 Clear Glass Customers preference
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1.4.1.5 1940s period of strong growth
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1.4.1.5.1 concentrate domesti¬cally
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1.4.1.5.2 improve distribution methods and produc¬tion facilities
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1.4.1.5.2.1 distribution: direct with profit sharing
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1.4.1.6 bought the brands and assets of the Toluca y Mexico Brewery
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1.4.1.6.1 1935
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1.4.1.6.2 country's oldest brand of beer
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1.4.2 1971, Antonino Fernandez was appointed CEO
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1.4.2.1 Mexican Stock exchange in 1994
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1.4.2.2 Anheuser-Busch 17.7 % of the equity
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1.4.2.2.1 The 50.2 % represented 43.9% voting
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1.4.3 Largest Beer producer and distrubutor in Mexico
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1.4.3.1 corona 56% share
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1.5 Modelo in US
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1.5.1 History
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1.5.1.1 1979
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1.5.1.2 Amalgamated Distillery Products Inc. (
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1.5.1.2.1 later renamed Barton Beers Ltd.
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1.5.1.3 gained popularity in southern states
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1.5.1.4 rapid growth 1980s
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1.5.1.4.1 second most popular imported beer
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1.5.1.5 1991
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1.5.1.5.1 doubling of federal excise tax on beer
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1.5.1.5.1.1 sales decrease of 15 percent
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1.5.1.5.1.2 distributor absorb the tax 92
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1.5.1.5.2 distributors took the loss
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1.5.2 2007 5 beers to us
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1.5.2.1 3 of top 8 beers in US
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1.5.2.2 Heineken
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1.5.2.2.1 Main Import Comptitor
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1.5.2.3 131 million cases
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1.5.3 Marketing
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1.5.3.1 surfing mythology
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1.5.3.2 not selling premium quality
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1.5.3.3 not testosterone driven
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1.5.3.4 found new following
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1.5.3.5 beer for non beer drinkers
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1.5.3.6 dependable second choise
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1.5.3.7 Fun in the sun
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1.5.3.7.1 Barton Beer's idea
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1.5.3.7.2 escape
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1.5.3.7.3 relaxation
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1.5.3.8 1996ad budget
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1.5.3.8.1 Corona 5.1 mil
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1.5.3.8.2 Heiniken 15 mil
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1.5.3.8.3 an bsch 192 mil
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1.5.4 Us dist contracts
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1.5.4.1 importer/distributors
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1.5.4.1.1 Local Companies
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1.5.4.1.2 Autonomous
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1.5.4.1.3 competitive relationship
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1.5.4.1.4 transportation
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1.5.4.1.5 insurance
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1.5.4.1.6 pricing
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1.5.4.1.7 customs
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1.5.4.1.8 advertixing
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1.5.4.2 procermex inc
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1.5.4.2.1 Modelo us subsidiary
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1.5.4.2.2 Support
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1.5.4.2.3 Supervise
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1.5.4.2.4 Coordinate
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1.5.4.3 Modelo had final say on brand image
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1.5.4.4 production in Mexico
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1.5.4.5 Chicago based Barton Beers 1st
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1.5.4.5.1 largest importer in 25 western states
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1.5.4.6 Gambrinus
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1.5.4.6.1 1986
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1.5.4.6.2 eastern dist
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1.6 The Beer market
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1.6.1 traditionally a clustered market
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1.6.2 many local breweries
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1.6.3 no means of transport
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1.6.4 colsolition happened in 1800s
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1.6.5 different countries had different tastes
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1.6.6 90s national leaders expanded abroad
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1.6.7 startup costs high
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1.6.7.1 industry supported conectration
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1.6.8 Interbrew
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1.6.8.1 Belgian
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1.6.8.2 aquired breweries in 20 countries
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1.6.8.3 sales in 110 countries
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1.6.8.4 local managers controlling brands
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1.6.8.5 flagship brand: Stella Artois
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1.6.9 2004 merger
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1.6.9.1 #1 Interbrew
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1.6.9.2 #5 Am Bev - Brazil
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1.6.9.3 largest merge
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1.6.9.3.1 worth 12.8 billion
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1.6.10 2007
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1.6.10.1 inbev
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1.6.10.2 SAP Miller
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1.6.10.3 Heineken
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1.6.10.3.1 produces beer domestically
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1.6.10.3.1.1 parent of local distributors
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1.6.10.3.1.1.1 marketing
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1.6.10.3.1.1.2 importing
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1.6.10.3.1.1.2.1 import taxes passed on to consumer
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1.6.10.3.1.1.3 distribution
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1.6.10.3.2 marketing
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1.6.10.3.2.1 premium beer
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1.6.10.3.2.2 premium brand
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1.6.10.3.2.3 no mythology
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1.6.10.3.2.4 superior taste
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1.6.10.3.2.5 2006 aggressive marketing campaign
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1.6.10.3.2.5.1 Heineken Premium Light
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1.6.10.3.3 reputation of top selling beer in world
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1.6.10.3.4 Dutch
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1.6.10.4 Anh Bush
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1.6.10.4.1 produces in foreign markets
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1.6.11 Beer Marketing
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1.6.11.1 People drink marketing
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1.6.12 Future
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1.6.12.1 domestic and foreign threats
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1.6.12.2 other merger talks
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1.6.12.3 Inbev in talks with Anh Bush
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1.6.12.3.1 Two biggest companies will create huge company
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1.6.12.4 Sales were decreasing due to competitive media budgets
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1.7 Mexico Industry
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1.7.1 has most trade agreements in world
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1.7.2 one of the largest domestic beer markets
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1.7.3 imported beer only 1% sales
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1.7.3.1 half were anh bcsh dist by modelo
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1.7.4 modelo
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1.7.4.1 NAFTA S.A. An Bucsh
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1.7.4.2 62.8% of market
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1.7.5 FEMSA
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1.7.5.1 domestic market
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1.7.5.1.1 37% of domestic market
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1.7.5.1.2 production and distribution in Mexico: peso not a threat
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1.7.5.1.3 Owns Oxxo C
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1.7.5.1.3.1 CA largest chain of conv stores
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1.7.5.1.4 leads domestic premium beer market
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1.7.5.1.5 997 to 2004 taking domestic market share
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1.7.5.1.6 NAFTA SACoca cola
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1.7.5.1.6.1 Exclusive distributor
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1.7.5.2 foriegn market
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1.7.5.2.1 Partnership Heiniken
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1.7.5.2.1.1 Distribution in US
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1.7.5.2.2 90s entry to us market failed
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1.7.5.2.3 Recently partnered with Heiniken for US market
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1.7.5.2.3.1 2005 18.7% growth
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