Corona Beer: From a Local Mexican Player to a Global Brand





Executive Summary

Corona Beer is the world's famous beer producer and distributor. The company has dominated a large share of market in the beer industry and captures the major portion in Mexico and USA. There are various opportunities for the business due to prevailing demand in the market. Similarly, the threats also exist in terms of raising competition and substitutes. The company enjoys significant position in the market due to strong brand image. This paper discusses the various issues and challenges along with various perspectives of the company including strengths, weaknesses, threats, and opportunities. The Porter's five forces model is also discussed entailing the aspects of threats experienced by Corona Beer. The management of Corona Beers adopted the concept of being a 100% Mexican brand, and had their roots in the warm and welcoming country; however, they did not show any hats and cacti, which are usually a stereotype of Mexican brands. They ran a number of advertising campaigns, in which they have used concepts of beach, tranquility, vacations, and couples with the consumption of beer. In advertising, they have shown consistency with their initial positioning strategy.

Corona Beer: From a Local Mexican Player to a Global Brand

Introduction

Corona Beers is a world's renowned company dealing beer. It is Mexico's largest beer producer and distributor. It was expanding production capabilities across the board. The analysis for Corona Beer is the involved the various aspects and perspectives of Corona Beer Company. The issues and challenges faced by the company in becoming one of the world's leading brands hindered the production and manufacturing processes. However, the company continued to strive towards excellence and attained a significant position in the market. This paper discusses the SWOT (internal & external), staying power, and Porters 5 force model.

Discussion

The Corona Extra, thanks to its wide acceptance and popularity in the domestic market have expanded its growth strategies the U.S. market. Today the brand has a presence in bars, restaurants, and discos of Europe, the Caribbean, Central America, South America, Canada and some African countries, in addition to being the second, most international beer in the world after Heineken (Harris, Hillwig, Prakruthi, & Bhargava, 2008). Since the year 1997, the Corona beer ranks first in sales among the beers that are imported to the United States, and they have managed to take over 450 competitors.

SWOT Analysis

Internal factors include strength and weaknesses while the external factors comprises of opportunities and threats.

Strengths:

Corona Beer Company is Mexico's largest beer producer and distributor. It dominates the domestic market by approximately 62.8% share. This regards the company as the market leader by capturing the highest share in the beer market. The company is also the global importer of beer. These aspects of the company are concerned with the overall strengths (Ascher, 2012). The brilliant are unique marketing campaign is also regarded among the strengths of the company. The distinctive marketing and promotional activities assists the ...