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    CAGE Grolsch

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    Enenaija Yahhe
    The document discusses Grolsch globalizing its beer business and its performance in foreign markets. It analyzes Grolsch's strategy of focusing on premium beers, offering different product types and containers tailored to each country. Grolsch was able to compete by being cheaper than other European beers while collaborating with local breweries. The document also examines cultural, geographic, economic and administrative distances between countries and how to evaluate potential markets using a MABA framework.

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    CAGE Grolsch

    Uploaded by

    Enenaija Yahhe
    971 views6 pages
    The document discusses Grolsch globalizing its beer business and its performance in foreign markets. It analyzes Grolsch's strategy of focusing on premium beers, offering different product types and containers tailored to each country. Grolsch was able to compete by being cheaper than other European beers while collaborating with local breweries. The document also examines cultural, geographic, economic and administrative distances between countries and how to evaluate potential markets using a MABA framework.

    Original Description:

    CAGE analysis for Grolsh

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    The document discusses Grolsch globalizing its beer business and its performance in foreign markets. It analyzes Grolsch's strategy of focusing on premium beers, offering different product types and containers tailored to each country. Grolsch was able to compete by being cheaper than other European beers while collaborating with local breweries. The document also examines cultural, geographic, economic and administrative distances between countries and how to evaluate potential markets using a MABA framework.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    971 views6 pages

    CAGE Grolsch

    Uploaded by

    Enenaija Yahhe
    The document discusses Grolsch globalizing its beer business and its performance in foreign markets. It analyzes Grolsch's strategy of focusing on premium beers, offering different product types and containers tailored to each country. Grolsch was able to compete by being cheaper than other European beers while collaborating with local breweries. The document also examines cultural, geographic, economic and administrative distances between countries and how to evaluate potential markets using a MABA framework.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    Karakade Norasethaporn | Daniar Listyasari | Chatchai Kubpiyajanya

    Why did Grolsch globalize


    and how well it performed?

    Shrinkage of European market

    Grolsch performed really well

    Clear focus on premium beers

    Broad types of products for market (break through the mainstream and restore beers premium
    status - Grolsch Premium Lager as flagship product)

    Product containers different in each countries with specific country label

    Cheaper compared to other European beers in market

    Collaborate with local breweries in other countries


    CAGE framework
    Cultural distance Administrative Geographic distance Economic distance
    distance

    - Various languages -The different working - Physical remoteness - Distinct consumer


    Distance in the continent culture in European with transportation purchase power
    between - Different social country. difficulty - The cost difference
    two norms and ethnicities -Country laws on when making joint
    countries products that contain venture contract
    increases Alcohol - Tax rate
    with...

    - Customers habits - The negative opinion - Shipping rates from - In the developing
    Distance in drinking (different about hard drinks various local country market
    most taste, containers) breweries under - The membership
    affects - Religion and Grolsch of EU
    industries common conduct
    or
    products
    Lessons inferred from where to compete

    Always consider law and regulations each countries/areas

    Customers preferences for drinks is different in each region (alcohol rate,


    flavour and taste)

    Container matters (shipping, putting on shelf, storing)

    Joint venture helps

    Culture matters in advertising and promotional campaigns (language,


    contents, perception on products original country)

    Distribution - where do our customers shop? (local stores, super market,


    Thinking of MABA process

    Cultural: Language difference Geography: Cost of transportation Economic: GDP Administration: EU


    membership

    PROS CONS

    - Convenient way to analyze - Must be constantly reevaluated


    potential markets because markets are constantly
    - Straightforward changing
    - Potential market volume, - Does not include other markets
    distance, imported brand such as Africa, Latin America, and
    growth other Asian countries
    - Process might seem bias towards
    European market and antiquated
    Thinking of MABA process

    CURRENT MABA FUTURE MABA

    Market Attractiveness Market Attractiveness

    Volume Market size


    Price Differentiation Market growth
    Language Intensity of the competition
    EU Relations Overall risk in the industry
    GDP Opportunity to differentiate products and services

    Business Assessments Business Assessments

    Volume of Grolsch Product uniqueness


    Commercial Distribution Brand recognition
    Customer loyalty
    Production capacity

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