Femsa Cerveza: Sol in the UK
商品編號：9A95A015
出版日期：1995/11/17
再版日期：2010/11/02
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：Advertising Strategy;Product Strategy;Market Strategy;International Business
難易度：4 - Undergraduate/MBA
內容長度：28 頁
地域：United Kingdom
產業：Manufacturing
事件年度：1994
The export director for Cerveceria Cuauhtemoc Moctezuma, of Monterrey, Mexico, must develop a sophisticated marketing strategy in order to earn a permanent place for the brewery's SOL brand in the UK brewing market, considered to be one of the world's most dynamic and competitive beer markets. Specifically, he must decide how to position the brand; what brand characteristics, if any, should be modified; what new distribution channels, if any, should be pursued; and finally, what type of advertising and promotional campaign is necessary.
教學手冊：Femsa Cerveza: Sol in the UK - Teaching Note
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