of how to make one of the world best beer produced. This will also bring an end to the high cost of having to litigate in each and every country that they find the trademark conflict and convert the litigation expenses in promotional and marketing budget. It will definitively turn into profit.2.Keep filling lawsuit in a country-by-country basis, only in strategically important countries, this can be determined by the population, demographic, culture and per capita income. This will put some pressure to Budvar brewery in these countries and may persuade them to sell to AB. It is important not to be aggressive during these litigations; Budvar may see it as offensive.3.Convince Budvars management that AB is going to use their process to produce a beer of higher quality in America and that they will compete with the premium imported beers with Budvars best and not the other way around. This will make Budvar proud of their beer and will think of AB as a friend and not as an imperialistic take over by the American company.4.Assure the Czech government that they will keep their promise of providing better wages, infrastructure and capital for plant expansions.5.Present the purchase offer as being advantageous to Budvar, emphasizing on their gains if they get together. Also, with the large cash balance that AB has, they can overpay a little for Budvar. At the end this will increase the goodwill of AB.6.AB has to be humble during the entire process. The American ethnocentric philosophy should be avoided. AB is dealing with a nationalistic and proud group that knows that they are succeeding in the beer industry.7.Continue spending money in public relations. Like the English lessons, baseball team, caf, etc. This will continuously build the goodwill of the AB.Financial EffectProfitability for AB and Budvar breweries will increase. The profits of the new venture will be seen almost immediately after the ends of the litigations and the ...
