Grolsch reassesses its international strategy in light of the organizations current acquisition by SABMiller, the world's second-biggest brewer. Grolsch was the 21st-largest global beer brand, sold 51.5 percent of its volume in international marketplaces, and exported to 70 countries.
Nevertheless, its poor profitability in international marketplaces - four states alone accounting for two-thirds of foreign sales - and churn of marketplaces and supply associates raised concerns about the organization 's international strategy and performance. Grolsch's 60 years of history in foreign marketplaces provide a rich backdrop to introduce a variety of international strategy topics, including reasoning for expansion, market selection, performance assessment, and choice of entry mode.
PUBLICATION DATE: May 06, 2011 PRODUCT #: PG0001-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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