en éste artículo se describen las razones y el paso a paso de la internacionalización de la cervecería Grupo Modelo.

1. Proceso de internacionalización
Grupo Modelo
Julio Cesar Zubillaga Cortés

2. Abstract Español
• En ésta presentación analizaremos a detalle el
proceso de internacionalización de Grupo
Modelo SA de CV, así como las estrategias que a
utilizado a lo largo de los años para ir
ingresando en nuevos mercados, además de
descubrir como se fué adaptando a cada una de
las circunstancias que se le presentaron ya
dentro de cada uno de los mercados.

3. Abstract Inglés
• In this presentation it will discuss in detail the
process of internationalization of Grupo Modelo
SA de CV , as well as strategies that used over the
years to go entering new markets, and discover
how it was adapted to each of the circumstances
that they were presented already within each of
the markets.

4. Abstract Francés
• Cette présentation traitera en détail le processus
d'internationalisation de Grupo Modelo SA de
CV, ainsi que des stratégies qui a utilisé au cours
des années pour aller pénétrer de nouveaux
marchés , et découvrir comment il a été adapté à
chacune des circonstances qui étaient déjà
présents dans chacun des marchés.

5. Why the go abroad?
For the sales manager there
were two detonators
Find new horizons
for the Group's
growth , taking into
a count a new
alternatives to
expand abroad
Locate from the first
moment the price of
beer Corona price of
imported beer leader
most expensive on
the market

6. How did they find new markets?
• Analysis of
niche markets
of interest
Feasibility analysis
•Analysis of
economic,
financial ,
cultural topics
Investigación de
condiciones
•intellectual
property issues ,
local laws and
reviewing
contracts
Legal research
•at conventions ,
seminars , trade
fairs , business
visits
Analysis for the
distribution
• based on the
experience they have
in the industry, its
market reputation ,
financial strength ,
adequate
infrastructure
selection of a
suitable candidate

7. 1933
First sporadic
exports to the US.
1985
First sporadic
exports to the US.
1986
Corona becomes
the second most
popular imported
beer brand in the
US.
1990
Corona reaches
countries such as
Hong Kong,
Singapore and
Greece, besides
other countries
with a strong beer
tradition such as
the Netherlands,
Germany and
Belgium
2006
The joint venture
between Grupo
Modelo and
Constellation
Brands, to form
Crown Imports
LLC, is announced
2013
Grupo Modelo is
part of AB - InBev,
the largest brewer
in the
world.mundo

8. Grupo modelo in the world
United States Canada
•
It wasdesigned a program
where measures to distribute
resources more efficiently
reallocate the sales team and
to implement new and creative
marketing and advertising
strategies
• Today the Group has three
brands among the top five
imported and is the only
company that has all its export
portfolio among the top 20
• Grupo Modelo has the alliance
known as Modelo Molson
Imports.
• Grupo Modelo has a market
share of around 20% and is the
number one beer in the import
segment .
• Sponsor two Canadian major
golf tournaments

9. Grupo modelo in the world
Región Europea Russia
• A growth was presented in
more than 23 countries ,
among mainly on Italy,
Sweden , Belgium , Poland ,
Finland , Hungary and Croatia
• It has developed social
responsibility campaigns as
Corona Save The Beach,
which is a program for
cleaning the beaches
developed.
•
Russia and eight other
countries of the former Soviet
Union , Carlsberg and Grupo
Modelo signed a collaboration
agreement to import,
distribute and market the
Corona Extra brand , which
the existing cooperation
between the two companies
expanded

10. Grupo modelo in the world
Latin America
Austrlia
•
The Group recorded growth in
Argentina , Belize, Colombia ,
Chile, Nicaragua and Panama ,
and Corona is the number one
imported beer in 11
countries. Corona Extra in
Chile reached the first place
among imported beers
• It maintains its leadership in
the segment of imported
premium brands , with a share
of over 35% , equivalent to
more than three times that of
its nearest competitor.
• In Australia and New Zeland
campaign From Where You’d
Rather Be has genertaed a
helthy reputation about the
brand

11. Conclusions
•
Grupo Modelo has consistently worked to
achieve the high level of internationalization is
today.In the Worldwide they designed
advertising campaigns that share the same style
and message, also they have established
strategic alliances that contribute to making the
second most important company in the
worldwilde .

12. Bibliography
• Recuperado el 6 de Marzo de 2016, de Grupo Modelo:
http://m.gmodelo.mx/quienes/historia.jsp
• FORBES STAFF. (15 de Noviembre de 2014).
Recuperado el 6 de Marzo de 2016, de FORBES:
http://www.forbes.com.mx/grupo-modelo-guia-para-
conquistar-al-mundo-a-traves-de-una-corona/
• JUAN CARLOS CRUZ VARGAS . (29 de mayo de 2014).
Recuperado el 6 de Marzo de 2016, de Proceso:
http://www.proceso.com.mx/373433/venta-de-grupo-
modelo-apuntalo-inversion-extranjera-en-mexico-cepal
• (2013). En R. Curiel, Casos de Marketing Estratégico
(pág. 143).