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Analysis of the Internationalisation Strategy of a Belgian SME to the Mexican Market: The Case of John Martin Brewery

Chaves Salinas, Juan Carlos
(2020)

Files

Chaves_01991200-2020.pdf
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  • 2.81 MB
Chaves_01991200-2020_Appendices.pdf
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  • 2.7 MB

Details

Supervisors
Paque, Bernard
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion
Abstract
John Martin Brewery is a family-owned company founded in Belgium in 1909. It offers a variety of beers, including Waterloo, Gordon, Timmermans and Guinness (Brewery John Martin S.A., n.d.). Acknowledging the growth potential offered by international markets, John Martin expanded overseas and is now present in Italy, China, Brazil, Russia, and Ecuador. Following its international growth objectives, this small and medium-sized enterprise (SME) is interested in expanding to Mexico. The key motivation for this choice is the apparent growth potential of the Mexican market. Not only is Mexico one of the largest beer markets in the world (Calvillo,2017), it also has an increasing upper-middle class population oriented towards more sophisticated beer consumption habits (Faes, 2018). In this context, the main purpose of this thesis is to propose recommendations to managers at John Martin Brewery that will help them be aware of the potential risks and opportunities of expanding to Mexico based on analysis of the Mexican beer market and the proposed internationalisation strategy of John Martin Brewery in Mexico.