Super Bock, striving for a stake in the angolan beer market : a case on Brand Portfolio Management and International Marketing

TL;DRAbstract

In the western world the beer industry achieved a mature stage, which, aggravated by the economical depression, led many companies to internationalize their operations. Attracted by the fast paced growth that emerging economies are experiencing, most breweries developed long-term strategies in order to conquer those markets. Unicer, a Portuguese beer producer, has since its creation a commercial relationship with Angola, representing nowadays its second strongest market, after Portugal, with enormous potential to expand. Marcos Pereira, head of the international operations in Angola, is being pressured by the top management back in Portugal, to increase the sales volume of Unicer compensating the losses felt in the domestic market. Marcos and his colleague João Esteves, the marketing director of Unicer, will have to find a way to leverage both beer brands: Cristal and Super Bock, in order to increase the actual sales volume. They both know Cristal, despite being the market leader, does

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