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THE WEIGHT OF INDUSTRY
BELGIAN BEER

THROUGH THE EXAMPLE OF STELLA ARTOIS
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Table of Content:

I. Introduction P.3

II. General description of the Belgium market P.4

a. Presentation P.4 b. Figures P.5

III. General description of the AB-Inbev group and it position in the world P.8

a. The group story P.8 b. The different brands P.9

IV. Stella Artois P.12

a. Presentation: -History P.12 -Figures P.13

b. Stella Artois branding: -1 beer, 2 positioning P.14

c. Stella Artois strategy: -Swot analysis P.17 -Potential target P.18 -Main competitors P.18 -BGC matrix P.19 -The porter‘s 5 force P.21 -Communication P.23

V. Conclusion P.25

I. Introduction:

I was during this year in Belgium; the first semester and the second one in Leuven. Before to come in Belgium, I knew like many people I think, that the Belgium is very famous for the quantity and for the quality of the beers. Belgians are very prod about theirs beers. I could immediately see that when I came in Belgium and that’s why I have decide to make my report about the Belgian beers. I have decided to focus on Stella Artois because its one of the most famous Belgian beers and because I could visited the factory.

I had the opportunity with the school to visit the Stella Artois’ factory located in Leuven. The guide explained us the fabrication of the Stella Artois and some informations about the company like the strategy and the image in Belgium.
First of all, I will explain the situation of the beer market in Belgium. After that, I will describe the group AB-Inbev, the first group of breweries in the world who own a lot of famous brands