PART 1 : Situation Analysis
1- The Environment p 3
2- The Industry p 4
3- The Company p 5
4- Marketing Strategy p 6
PART 2: The solution
A- Recognition of the problem p 8
B- Analysis of the different alternatives p 9
1- Domestic Strategy
2- Foreign Strategy
PART I: Situation analysis
I The Environment
According to the Budweiser¡¦s file, we can find some of the Opportunities and threats that Anheuser-Busch has to face nowadays.
« AB is the Biggest brewer in the USA and globally.
« It had 50% on the US market share in 2001.
« Increasing number of international sales, which is also accelerating.
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A problem for Budweiser in its domestic market is that the image of Budweiser is nowadays too traditional: teens identify this beer with the classic brown bottle and busy label, as an old one. Also, some regular customers say ¡§Whatever you do, don¡¦t change that¡¨; but the youngsters see the tradition, the image of a Dad¡¦s beer. According to us that can be considered as a power point for them; because of that the firm has to react and update its products if she wants to survive.
III The Company
The mission statement:
« Update the image of Big Red, especially in making humoristic advertising.
« Increase its sales abroad, in particularly in Europe. (Now exports represent around 21% of total earnings).
« Win the battle against Budvar and obtain the right to use the Budweiser name all over the world.
« AB is globally the biggest brewer.
« AB is larger than its largest rivals.
« AB owns 50% of the MGM¡¦s stakes; MGM represents 56.9% of the Mexican market¡¦s shares.
« AB has a growing portfolio of brands.
« AB makes creative advertising for which it spends lots of money.
« AB launches innovative products as ice beer, dry beer or light beer.
Bud Light is a star product, which appears with the calry-conscious trend. « ¡§The brand had grown so strong that it was institutionalized, established, difficult to move¡¨
« The last star product of AB, Big Red, has an old-fashioned image.