elements of the Grolsch adaption strategy were in pricing, promotion, operations, and distribution channels. Grolsch wanted to position their brand as a premium lager and charged a higher price in comparison to the Netherland standard lager cost. However, Grolsch priced its products at a discount in 3 of its 6 largest foreign markets (US, Canada, and Australia) in comparison to competing imports in order to build market share. In France and Russia, Grolsch premium Lager was priced significantly higher…
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