Marketing Plan for Budweiser

5390 words 22 pages
Marketing Plan for Budweiser
2012

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August 17, 2012

Budweiser Executive Summary

The current business environment for a piece of the beer industry market is very competitive. Breweries must compete against other breweries, both large and small to remain a viable player in the sale of their beer. Budweiser is a product produced by Anheuser-Busch, an American brewery founded in St. Louis in the mid 1800’s. The intention of the following marketing plan is to not only continue to add to the legacy of Budweiser, but to re-energize the consumer’s appetite for Budweiser and increase the market share of the product. The formula for Budweiser is over 130
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The craft beer industry gained a 25% share of the market in just two years (“Beer Sales”, 2012).

Table of Contents
Introduction ………………………………………………………………………... 5
Situational Analysis …………………………………….......................................... 6 Cooperative Environment …………………………………………………. 6 Competitive Environment …………………………………………………. 6 Economic Environment …………………………………………………… 8 Social Environment ………………………………………………………... 9 Political Environment/Legal Environment ……………………………….. 9
Marketing Planning ………………………………………………………………. 12 Marketing Objectives …………………………………………………….. 12 Target Markets ……………………………………………………………. 14 Marketing Mix ……………………………………………………………. 14 Product ……………………………………………………………. 14 Promotion …………………………………………………………. 15
Distribution ………………………………………………………... 17
Price ……………………………………………………………….. 18
Implementation and Control of the Marketing Plan ……………………………….. 18
Summary ………………………………………………………............................... 19
Appendix - Financial Analysis …………………………………………………….. 20
References ………………………………………………………………………..... 21
Budweiser Introduction Budweiser is an American-style lager produced by the Belgian-Brazilian brewery Anheuser-Busch InBev. Budweiser was introduced in 1876 by Adolphus

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