Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, Corona, The Mexican Beer's Marketing Strategies in USA

print page
Tell A Friend

Case Categories

Marketing Strategies / Strategic Marketing Case Study

Case Title:

Corona: The Mexican Beer's Marketing Strategies in USA

Publication Year : 2005

Authors: Sujatha & T. Phani Madhav

Industry: Beverages


Case Code: MKS0030

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Corona, the beer brand of Mexico's Grupo Modelo Company, is the number one imported beer in the USA since 1997. The brand's US importers Barton Beers and Gambrinus had played a vital role in making Corona popular and profitable in the country. In early 2004, the changing demographics, competition and retail consolidation posed many a challenge to Corona. However, Carlos Fernandez, Chief Executive Officer of Grupo Modelo reorganised the company's marketing strategies and concentrated on the growing Hispanic market through new ads and promotional offers to improve the sales. Still, Grupo Modelo faces a dilemma regarding the distribution strategy to be adopted in the US post-2006, as Grupo Modelo's contract with Gambrinus is to end in 2006.

Pedagogical Objectives:

  • To discuss the marketing strategies followed by Grupo Modelo model in the US
  • To discuss the dilemma the company faces regarding the channels of distribution.

Keywords : Grupo Modelo Brewing Company, Marketing Strategies Case Study, Corona Extra, Barton Beers, Gambrinus Inc, Import contract, Competition in US beer market, Differentiation strategies, Distribution dilemmas


  • Corona in USA: The Challenging Times
  • Corona's Marketing Strategies in USA
  • Distribution Dilemmas

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap