Case Study Analysis and Solutions

Case ID: 714439

Abstract:
Case Solution & Analysis for The Munich Oktoberfest: From Local Tradition to Global Capitalism by Juan Alcacer, Christian Bettinger, Andreas Philippi
Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so strong that hundreds of copycat Oktoberfest events exist in cities as diverse as Cincinnati (U.S.), Bangalore (India), Beijing (China), and Blumenau (Brazil). The case provides information about the economic value Oktoberfest generates for its main players: the city of Munich, the breweries, the souvenir and merchandise stands, and the firms that provide rides. It then asks whether there are unexploited opportunities to capture more value from Oktoberfest globally.

Keywords:
Globalization strategies, Marketing channels, Product positioning, Strategy, Value creation, The Munich Oktoberfest From Local Tradition to Global Capitalism Case Solution

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