The implementation of Mahou on the US market

Abstract

This project explores the possibility and the methods Mahou, biggest beer company in Spain, would have to follow to expand to the US market. Through an extensive analysis, we will evaluate the coporate objectives, the internal and external environment, as well as the competition in this new market. Using marketing tools as the analysis SOWT, the BCG matrix, PESTEL¿s analysis, and the Porter¿s five forces, we develop a marketing plan.