This website uses cookies to ensure you have the best experience. Learn more

Etude De Cas Essay

1746 words - 7 pages

Etude de cas
« LA MARQUE MONDIALE DE STELLA ARTOIS »

Historique
Pour mieux connaitre l’histoire de Stella Artois, il faut bien connaitre l’histoire de “Interbrew”.
Interbrew était née brasserie Den Horn en Belgique l’année 1366, puis est devenue Artois d’après Sébastian Artois le maitre brasseur qu’il l’a achèté en 1717. Cette dernière a vu son expansion dans les années 50 après l’acquisition des brasseries majeures comme Leffe en Belgique, Dommelsch dans les Pays Bas, et Nord de la France.
En 1987, la fusion des brasseries Artois et Piedboeuf était Interbrew, qui a acheté d’autres brasseurs Belges comme Hoegaarden et Bellevue.
Cette croissance continuait dans des nouveaux pays ...view middle of the document...

Un autre facteur aurait pu nuire à l’investissement dans certains marchés, c’est la loyauté que les consommateurs ont envers leurs marques, parfois centenaires, voire millénaires.
Malgré ces faiblesses, Interbrew possède plusieurs atouts. En profitant de son internationalisation, la compagnie pouvait mieux choisir ces marchés à développer et à maximiser ses profits. En délaissant les marchés matures et décroissants, elle pouvait alors se concentrer sur les marchés en expansion. Suite à plusieurs acquisitions, notamment en Europe de l’Est et en Asie, Interbrew est présente dans plus de 80 pays. Malgré cette étonnante grosseur, Interbrew possède une structure plus efficiente seulement depuis 1999. La structure organisationnelle intégrée et consolidée comprenant cinq directeurs régionaux qui se rapportaient directement au président favorisait une meilleure gestion.
Pour qu’Interbrew puisse élargir ses activités, elle devait bien se positionner. Surtout lorsqu’on sait que les marchés mûrs, tels que l’Amérique du Nord et l’Europe offrent bien peu de possibilités comparativement à l’Asie. Il était important que ses évaluations de marchés soient bonnes. Cela permettrait de bien identifier les marchés où des acquisitions seraient pertinentes.
À partir de 1998, Interbrew était en très bonne position. Elle surpassait tous ses concurrents par une forte avance. En 1998, les ventes avaient augmenté de plus de 29 %, alors que le plus proche concurrent, ses ventes avaient augmentées de seulement 16 %. Interbrew avait su profiter des ouvertures en Chine, au Monténégro ainsi qu’en Corée. Ces trois marchés étaient responsables de plus de 77 % de cette hausse des ventes.
Interbrew identifie trois stratégies importantes pour maximiser ses profits. Les marques, les marchés et les opérations sont « considérés comme « les côtés du triangle d’Interbrew. » Ces stratégies avaient pour but d’augmenter ses marges à travers des volumes élevés et de consolider ses positions dans un marché féroce.
D’autre part, cette stratégie « sous-entendait » que l’industrie de la bière était en processus de rationalisation et que la majorité des grands marchés finiraient par avoir seulement deux ou trois joueurs.
Problématique
L’analyse des environnements interne et externe faite sur interbrew révèle les constats suivants :
* La baisse du chiffre d’affaires sur certains de ses marchés traditionnels, comme par exemple la Belgique.
* Les investissements massifs effectués par interbrew sur son marché externe à travers les acquisitions, le doublement de son budget marketing afin de positionner Stella Artois, ont entraîné une augmentation de son ratio d’endettement par action, le faisant passer de 1.04 à 1.35. Ce qui a pour conséquence une augmentation de ses paiements d’intérêts et pourrait à terme menacer sa rentabilité.
Ces constats nous amènent à nous poser les questions suivantes :
* Comment expliquer la chute de la part de marché d’interbrew sur son...

Other assignments on Etude De Cas

Hospitals Paper

6014 words - 25 pages I hope to provide in this paper a comprehensive understanding for what the term “hospital” has become. Hospitals are an extremely complex system that man has created and shaped and reshaped throughout history. My goal in writing and researching this paper will be to provide those who read it a clear understanding on how the hospital system got to where it is today, and to shed some light on the many organizations that affiliate with and

Course Syllabus Essay

2610 words - 11 pages [pic] COURSE SYLLABUS Semester: Fall, Year: 2012  College Mission Statement Richard J. Daley College provides high-quality education which leads to academic success, career development, and personal enrichment that fulfill diverse community needs. Mathematics Department Mission Statement Our mission is to deliver excellent service and to provide learning opportunities by offering a wide range of mathematics courses, which will help our

Management

1477 words - 6 pages Boeing Management Planning Heather Oetzel MGT 330 October 22, 2012 Joe Cheng Abstract Boeing is known as “the world’s leading aerospace company and the largest manufacturer of commercial jetliner and military aircraft combined ("The Boeing Company: About Us", 2012). Every company uses different types of management techniques including how the planning function of management is used. Planning allows organizations to develop how the

Assisted Suicide

1015 words - 5 pages Should physician-assisted suicide be legal? While I believe if one chooses to end his or own life through physician assistance for reasons that they chose, the choice should be up to the individual. Physician-assisted suicide should be at one's discretion. “Assisted Suicide, also called Voluntary Euthanasia, is currently a contentious issue in many countries. Because Euthanasia is legal in a few modern democracies: the Netherlands, Belgium

Tanglewood Case 1

797 words - 4 pages Tanglewood’s staffing strategy requires the organization to make key decisions about the acquisition, deployment, and retention of the organization’s workforce. In order to accomplish this, Tanglewood’s must make thirteen decisions regarding its staffing levels and its staffing quality. One of the first decisions that Tanglewood needs to choose is to acquire or develop talent. Tanglewood should try to develop their current talent because one

Nnnnn

1391 words - 6 pages Есе по въпроса: Кои от всички „действащи” лица могат да се разглеждат като морално отговорни и в какво именно? по казуса Форд „Пинто” Корпоративните злодеяния са нанесли повече вреди на обществото от всички улични престъпления взети заедно. Според данни на ФБР сумата от уличните престъпления възлиза на $3.8 млрд. годишно, а загубите от корпоративните измами между $100 млрд. и $400 млрд. годишно

The Penis

1052 words - 5 pages The short story ”The Penis” is written by Hanif Kureishi. The short story is about a penis, which has been separated from its owner Doug, who we hear from later on. At first though we hear about a guy called Alfie who was “a cutter – a hairdresser – and had to get to work”. He is having breakfast with his wife, when she asks him what he did last night, and if he had a good time last night? Alfie can not remember what he did last night, he then

Managed Care Paper

543 words - 3 pages Managed Care and Case Management Care Marvin Lloyd BSHS/402-Case Management 27 August 2012 Virgil Miller Managed Care are techniques employed to help reduce the cost for providing health benefits and a system for improving organizations quality of care

Media

439 words - 2 pages The life expectancy is lower; so people are not kept alive with drugs for decades in a virtual sleep state. There is less state education; so kids don't have it drilled into them that their only goal in life is to make money, at the cost of 'everything' else. The health care is less; so diseases, usually brought by Westerners, kill many more than they do in countries where drug companies can make a fortune from selling medicines that aren't

Chapter 6 International Business

7113 words - 29 pages CGGGG The Political Economy of International Trade Chapter Outline OPENING CASE: Why Are Global Food Prices Soaring? INTRODUCTION INSTRUMENTS OF TRADE POLICY Tariffs Subsides Country Focus: Subsidized Wheat Production in Japan Import Quotas and Voluntary Export Restraints Local Content Requirements Administrative Polices Antidumping Policies Management Focus: U.S. Magnesium

Scope And Goals

279 words - 2 pages Introduction: Kudler Fine Foods is a specialty food store based in San Diego, California with its three locations in La Jolla, Del Mar, and Encinitas. Kudler Fine food prides itself on offering fresh and organic products that are carefully selected from local farmers and around the world. The organization has recently taken the initiative to start a Frequent Shopper Program to market and increase sales. This program will offer the customers a

Similar Documents

Rapport Mali Santé Bucco Dentaire Essay

6564 words - 27 pages III.11. Objectif 11 : Développer le fonctionnement en réseaux. 14 IV. Projets d’avenir 15 TROISIEME PARTIE : EVALUATION DU SYSTEME BUCCO-DENTAIRE AU MALI ET EVALUATION DES COMPETENCES 15 I. Analyse structurelle 15 I.1. Les structures 15 I.2. L’équipement 18 I.3. Le personnel 19 I.4. Etude dur Kayes 21 I.5. Compte rendu synthétique 26 II. Orientations stratégiques 27 II.1. Renforcement des capacités de

Mgt216 Essay

714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana Essay

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout Essay

2033 words - 9 pages of capital into can cover financing and give more personfewer, more fundamentally sound comalized attention?” Is Downsizing the Answer? panies with a higher potential for success,” What’s happening to the industry is, as Whether these changes are structural or one VC insider puts it, “a train wreck in cyclical is a matter of ongoing vigorous de- says Krug. “This shift in strategy dictates slow motion.” And whether the train can bate. But to make