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The Global Branding of Stella Artois
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Contents
±â¾÷ ¼Ò°³ ¹× »ê¾÷ ¹è°æ
2. InterbrewÀÇ ±â¾÷Àü·«
Stella ArtoisÀÇ ºê·£µåÀü·«
3. Case Analysis
4. °á·Ð
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1. Interbrew ¼Ò°³
¼¼°è Top 5 ¾çÁ¶¾÷ü / 23°³ ±¹°¡¿¡¼ ¿î¿µ
¸ÆÁÖÆǸŷ® Top 10¿¡ ¼ÓÇÑ 4°³ÀÇ ºê·£µå ¼ÒÀ¯
200°³ÀÇ Flagship & Local brand
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1. ¸ÆÁÖ»ê¾÷ ¹è°æ
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2. InterbrewÀÇ ±â¾÷Àü·«
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±â¾÷Àü·«
2. InterbrewÀÇ ±â¾÷Àü·«
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Operation Strategy
2. InterbrewÀÇ ±â¾÷Àü·«
Cross Fertilization of best practices
Capacity Utilization
Strategic Sourcing
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Cross Fertilization of best practices
2. InterbrewÀÇ ±â¾÷Àü·«
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Capacity Utilization
Major influence on Profitability
Growth Market
Mature Market
Àåºñ¿Í ½Ã½ºÅÛÀÇ
Àü·«Àû È°¿ë
2. InterbrewÀÇ ±â¾÷Àü·«
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Strategic Sourcing
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Àü ¼¼°èÀÇ ¸ðµç ÀÛ¾÷ ¿µ¿ªÀ¸·Î È®Àå
2. InterbrewÀÇ ±â¾÷Àü·«
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Market Strat¡¦(»ý·«)
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2. StellaÀÇ ºê·£µåÀü·«
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3. Case Analysis
1) Goals & Means
2) What is Interbrew¡¯s strategy
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1) Worldwide competitive advantage : Goals& Means
Global Efficiency
Multinational Flexibility
The means
Strategic actions
Innovation & Learning
3. Case Analysis
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2) What we term classic Multinational, International, Global Strategies and Transnational Strategic Model
º»»ç¿Í Áö»ç : ÁÖÁ¾°ü°è
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È¿À²¼º°ú À¶Å뼺ÀÇ ºñÈ¿À²
International strategy
Global strategy
À¯¸®ÇÑ value chain¿¡ÀÇ ÁýÁß
flexibility &learning ÅëÇÑ È¿À²¼º ´Þ¼º
º»»ç : coordination ´ã´ç
ÀÚ±â¿Ï°áÀû value chain
Áö»çµé°úÀÇ Çù·Â ÇùÁ¶ ºÎÁ·
Multinationalstrategy
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The means
National differences
Scale economy
Scope economy
The Goals
Global efficiency
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°¢°¢ value chainÀÇ
ÀáÀçÀû ±Ô¸ðÀÇ È®Àå
ÅõÀÚ¿Í ÀÌÀÍ °øÀ¯
Multinational flexibility
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À¯¿¬¼ºÀ¸·Î ±ÕÇü µµ´Þ
option & side betÀÇ
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Innovation & Learning
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