In early June 1997, CEO and Vice Chairman of Grupo Modelo was to review implementation of Corona beer in the U.S. market. Despite the much higher rate of growth in sales volume, Corona still trailed Heineken, № 1 imported beer brand in the U.S. market. Can overtake Heineken and Corona, if so, what marketing strategy changes should be made? Includes color exhibits.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Rohit Deshpande Source: Harvard Business School 24 pages. Publication Date: November 29, 2001. Prod. #: 502023-PDF-ENG
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