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Anheuser-Busch Case Study

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Anheuser-Busch Case Study
Anheuser-Busch

I. Executive Summary

Since it’s founding in 1852 Anheuser-Busch has brewed a great product. Today Anheuser-Busch is controlling the industry by creating brand supremacy over their competitors. Anheuser-Busch has a very successful and long standing history with their marketing and advertising, this has aided in giving them the edge they needed over the competition. In the US market their signature beers Budweiser and Bud Light can be referenced by the Anheuser-Busch Clydesdales. These horses have given this company the American feel as well as the competitive edge over other brewers. Anheuser-Busch has also put a great deal of time and money into sponsorships within the sports industry, this has also helped secure the global loyalty it has enjoyed in the past.
Anheuser-Busch would not be where it is today if not for their historic practice of developing new and different products to help meet the needs of their consumers. The brewing industry has seen some generations come and go and seen trends change steadily with these generation. While Budweiser was the beer of choice of our parents, Bud Light was introduced to fill needs of a new and different crowd. This trend is bound to continue and any brewer that cannot keep up will be left in the dust. II. Table of Contents

III. Industry Analysis Page 4
IV. Analysis of the Competitors Page 8
V. Firm Analysis Page 13
VI. Recommendations Page 18
VII. References Page 20

III. Industry Analysis

DEMOGRAPHIC

There has been a significant trend in the growing population of first time drinkers in this country. “The number of consumers reaching legal age has risen steadily in recent years, according to the U.S. Census Bureau. In 1999, the 21- to 24-year-old age group began increasing in size for the first time in two decades. This growth is expected to continue through 2010.” (Clark, 2005) Although there has been a dramatic increase in the


References: Anheuser-Busch. (2007) Anheuser-Busch Marketing. Retrieved 5/2/09 from: http://anheuser-busch.com/ABMarketing-brands.html Alazraki, Melly Caggeso, Mike. (June 13, 2008). What 's Brewing? Beverage Providers Stir Global M&A. seekingalpha.com. retrieved 4/17/09 from: http://seekingalpha.com/article/81232-what-s-brewing-beverage-providers-stir-global-m-a Clark, Anishka Covell, Jeffrey L. (2009) Answers.com. Anheuser-Busch. Retrieved 4/24/09 from: http://www.answers.com/topic/anheuser-busch-companies-inc Gasbarre, April D Highman, Beth W. (2009) Answers.com Heineken N.V.. Retrieved 4/24/09 from: http://www.answers.com/topic/heineken-n-v-adr Hitt, M., Ireland, R., & Hoskisson, R Realbeer.com. (January 8, 2007). Bud to import Budvar. Realbeer.com. Retrieved 4/17/09 from: http://www.realbeer.com/news/articles/news-003072.php Salamie, David E Wikipedia. (2007). Alcoholism. Wikipedia. Retrieved 4/17/09 from: http://en.wikipedia.org/wiki/alcoholism Yares, Kat
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