Grolsch reassess its international in light of the recent acquisition of the company by SABMiller, the second largest brewer strategy. Grolsch is the largest global beer brand 21, sold 51.5 percent of its volume in international markets, and are exported to 70 countries. However, low profitability in international markets – four countries alone accounted for two thirds of sales abroad – and churn markets and distribution partners expressed concern about the strategy and implementation of the international company. Grolsch 60 years of history in the foreign market provides a rich backdrop to introduce a series of international strategic issues, including performance appraisal, proof of expansion, market selection and the choice of entry mode.
by
Pankaj Ghemawat,
Jordan Mitchell
31 pages.
Release Date: May 6, 2011. Prod #: PG0001-PDF-ENG
Grolsch: If Growth Solution Globally
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