Bass plc: An assessment, evaluation and recommendations for their strategic approach in entering foreign beer markets

Demetris Vrontis, Claudio Vignali

    Research output: Contribution to journalArticlepeer-review

    6 Citations (Scopus)

    Abstract

    Analyses the strategy employed by Bass Plc within the competitive and aggressive beer industry. Focuses on the European beer industry and it is divided into three main parts. Part one identifies what seems to be the current strategy undertaken by Bass Plc. Part two identifies and analyses the context in which Bass operates and part three evaluates the validity of the current strategy in the light of the above analysis. Brief reference will also be made to the international beer market.

    Original languageEnglish
    Pages (from-to)391-405
    Number of pages15
    JournalInternational Marketing Review
    Volume16
    Issue number4-5
    Publication statusPublished - 1999

    Keywords

    • Brewing industry
    • Competition
    • Europe
    • International marketing
    • Marketing strategy
    • Mergers

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