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Abstract:
Originally targeting its domestic Mexican market, Grupo Modelo created one of the most popular beer brands in the United States with Corona Extra, one of the two top selling imported beers. The US market is the largest in the world in volume, so competition is fierce to grow market share among the other top global players: Heineken, Inbev and the US giants Anheuser and Miller. Grupo Modelo's international success had come first from its reliance on an international vision based on competitive distribution channels and smart, local marketing campaigns. However, with its two biggest rivals readying themselves to play the same game, Modelo had to re-evaluate its international strategy and look for new ways to keep its slogan as 'the best selling Mexican beer in the world'. The case tries to understand some key questions that is haunting Corona. Can Corona remain the leader at home and in the US? How should it do that? Will it be successful?
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