University Of Texas Rio Grande Dos Equis Beer Brand German Market Entry Discussion

Suppose that Dos Equis (beer brand) has decided to enter the German market. You are the marketing manager of Dos Equis and you must decide how to enter this new market (e.g. by exporting? joint venturing? direct investment? etc.). What are the options Dos Equis is facing? Choose the option that you feel is the best for Dos Equis, discussing the possible advantages and disadvantages of this mode of entry compared to other modes.
Should Dos Equis adopt ‘standardization’ or ‘customization’ strategy for its marketing mix (the 4 Ps)? Discuss each P separately with lots of examples.

Answer both questions with as much detail as possible.

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