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Grolsch: Growing Globally
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vs
Premium Lager
Standard Lager
¸ÆÁÖÀÇ Á¾·ù
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ȸ»ç¼Ò°³
1615
Willem Neerfeldt
Starts brewing
In Grolle
18xxxxxx7
The Swingtop
Is introduced
1xxxxxx46
Grolsch begins
Exporting to Egypt,
Curacao, Surinam,
Gold Coast, India,
Sri Lanka, China
Malta and Indonesia
2007
SABMiller
Acquistion of
Grolsch
2007³â SABMiller¿¡ Àμö ±Û·Î½¬ÀÇ ÇÁ¸®¹Ì¾ö ¶ó°Å °¡´É¼º¿¡ ±âÀÎ
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±Û·Î¹ú 4°³ ºê·£µå (1) Pilsner Urquell (2) Peroni Nastro Azzurro
(3) Miller Genuine Draft (4) Grolsch
ÇÁ¸®¹Ì¾ö ºê·£µå - Miller Genuine Draft, Pilsner Urquell, Peroni Nastro Azzurro, Grolsch
Àú°¡ ºê·£µå - Aguila, Castle, Miller Lite, Snow
Introduce - SABmiller
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Introduce - Grolsch
HOP
Swingtop
G¡¦(»ý·«)
1.xxxxxx
2.84(stellaArtois)
|
¼±¸ À½ÁÖ ¹®È¿¡ ¸ÂÃç¼
On premise »Ó¸¸ ¾Æ´Ï¶ó
Off premise ¿¡µµ ÁýÁßÀü·« ÇÊ¿ä
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Products
Price
Placement
Promotion
µ¶ÀÏ ¸ÆÁÖ¼ø¼ö·É
ÀüÅëÀû ¹æ½ÄÀÇ ¾çÁ¶
µÎ Á¾·ùÀÇ hops »ç¿ë
Swing top 񃬣
ÃÖ½Å½Ä È¯°æ Ä£ÈÀû ±â¼ú
ÀÚ±¹ Ç¥ÁØ °¡°ÝÁ¤Ã¥ ½ÃÇà
ÇØ¿Ü - ÇÒÀÎÁ¤Ã¥ (ex. ij³ª´Ù, ¿µ±¹, ·¯½Ã¾Æ)
¿ø»êÁö¸¦ °Á¶ - Netherlands
¹®ÈÂ÷À̸¦ °í·ÁÇÑ È«º¸
Swing top À» È°¿ëÇÑ È«º¸
Off-premise - À̹ÌÁö, Æ÷Àå¿¡ ÁýÁß
On-premise ¿¡ ÁÖ·Â
xxxxxx0¡¯s - ¹Ì±¹, ij³ª´Ù, È£ÁÖ,´ºÁú·£µå
ÆǸŴ븮 µ¶Á¡±Ç 3/4
±âÁ¸ Àü·« °³¼±¾È 4P
ÀÏ°ü¼º ÀÖ´Â °¡°Ý Á¤Ã¥
+¼Ò¼È ¸¶ÄÉÆà º¥Ä¡¸¶Å· (ÇÏÀ̳×ÄË)
ģȯ°æ ¸¶ÄÉÆà ¡æ ÇÁ¸®¹Ì¾ö À̹ÌÁö
Off-premise¿¡ ¸Â´Â
ÁýÁß Àü·« ÇÊ¿ä
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GrolschÀÇ
Global Strategy
¹®Á¦Á¦±â - 2
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ÆíÁßÈµÈ ½ÃÀåÁøÃâ ¡æ ½ÃÀåÀÇ ´Ùº¯È Çʿ伺
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Top 20-countries consumption 2000-xxxxF
UK, France, Russia, USA, Canada ÀÇ Á¤Ã¼µÈ ¸ÆÁÖ ¼ÒºñÀ²
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Solution
ÇØ¿Ü ½ÃÀå
ƯÈ÷
Emerging market À¸·ÎÀÇ ÁøÃâ
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»õ·Î¿î ¡®Áß±¹¡¯ ½ÃÀåÀ¸·ÎÀÇ ÁøÃâ
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Emerging market - china
¸Å³â 10%ÀÇ ¼ºÀå¼¼ Áö¼Ó
°ú°Å ¸ÆÁÖ ÃÖ´ë¼Òºñ±¹°¡ÀÇ ¸ÆÁÖ ¼Òºñ °¨¼Ò
4´ë ¸ÆÁÖ ¸ÞÀÌÀú ȸ»çµéÀÇ ¸ÆÁÖ½ÃÀå Àå¾Ç(50%)
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`
High
Medium
Low
Strong
Average
Weak
MABA Graph 2006
Market Attractiveness
Business Assess