Coors Light in Puerto Rico: battling for local dominance in a global market

Abstract

Even when global players are increasingly dominating an industry, smaller competitors can win in local markets by paying attention to the different needs and expectations of their customers. The top‐down standardization of strategy adopted by many multinational consumer product companies can fail badly if these differences are ignored. Consumer needs and desires are not necessarily consistent across different market segments. Competitors can often exploit these differences to great advantage, particularly if some core competencies, like distribution or market intelligence, can be brought to bear. The old adage “Think global, act local” still applies in many industries. This SuÄrez Company beer case study demonstrates the impact that local market knowledge and positioning can have on a product’s success. Nimble local or regional players may dethrone even the largest of multi‐national or global competitors who often fail to recognize or embrace cultural differences and unique market conditions. These same multinationals may derive global benefits by re‐integrating local market experience into their broader positioning, as Coors is doing now.

Citation

Allio, D.J. and Allio, R.J. (2002), "Coors Light in Puerto Rico: battling for local dominance in a global market", Strategy & Leadership, Vol. 30 No. 6, pp. 13-17. https://doi.org/10.1108/10878570210451579