Karakade Norasethaporn | Daniar Listyasari | Chatchai Kubpiyajanya

Why did Grolsch globalize

and how well it performed?

Shrinkage of European market

Grolsch performed really well

Clear focus on premium beers

Broad types of products for market (break through the mainstream and restore beers premium
status - Grolsch Premium Lager as flagship product)

Product containers different in each countries with specific country label

Cheaper compared to other European beers in market

Collaborate with local breweries in other countries

 CAGE framework
Cultural distance Administrative Geographic distance Economic distance
distance

- Various languages -The different working - Physical remoteness - Distinct consumer

Distance in the continent culture in European with transportation purchase power
between - Different social country. difficulty - The cost difference
two norms and ethnicities -Country laws on when making joint
countries products that contain venture contract
increases Alcohol - Tax rate
with...

- Customers habits - The negative opinion - Shipping rates from - In the developing
Distance in drinking (different about hard drinks various local country market
most taste, containers) breweries under - The membership
affects - Religion and Grolsch of EU
industries common conduct
or
products
Lessons inferred from where to compete

Always consider law and regulations each countries/areas

Customers preferences for drinks is different in each region (alcohol rate,

flavour and taste)

Container matters (shipping, putting on shelf, storing)

Joint venture helps

Culture matters in advertising and promotional campaigns (language,

contents, perception on products original country)

Distribution - where do our customers shop? (local stores, super market,

 Thinking of MABA process

Cultural: Language difference Geography: Cost of transportation Economic: GDP Administration: EU

membership

PROS CONS

- Convenient way to analyze - Must be constantly reevaluated

potential markets
- Straightforward
- Potential market volume,
distance, imported brand
growth
because markets are constantly
changing
- Does not include other markets
such as Africa, Latin America, and
other Asian countries
- Process might seem bias towards
European market and antiquated
Thinking of MABA process

CURRENT MABA FUTURE MABA

Market Attractiveness Market Attractiveness

Volume Market size

Price Differentiation Market growth
Language Intensity of the competition
EU Relations Overall risk in the industry
GDP Opportunity to differentiate products and services

Business Assessments Business Assessments

Volume of Grolsch Product uniqueness

Commercial Distribution Brand recognition
Customer loyalty
Production capacity