Anheuser Busch Inbev

Module 2 - Functional, Business and Global Strategies a. The module focuses on the company’s/division’s business level strategies and global strategies. You will need to answer the following questions. Anheuser-Busch Inbev is one of the largest breweries in the world. “Currently, Anheuser-Busch InBev has a product list of more than 200 beers, including global best-sellers Budweiser, Stella Artois, Beck’s, multi-country brands like Leffe and Hoegaarden, and strong “local jewels” such as Bud Light, Skol, Brahma, Quilmes, Michelob, Harbin, Sedrin, Cass, Klinskoye, Sibirskaya Korona, Chernigivske, and Jupiler, among others that have helped to make the company so successful. In addition, to their own brands, AB InBev owns a 50 percent share in Grupo Modelo, which is Mexico’s leading brewers that own the global Corona brand. AB InBev also owns a 27 percent share in the China brewer Tsingtao. (Workman, 2009)” Since Anheuser-Busch InBev has a vast variety of markets throughout the world we could see different stages in the life cycle through these different markets. For example Western Europe has a Consumer resistant (declining stage of the life cycle). USA, UK France, Switzerland and Latin America have a mature market. Eastern and Central Europe have a market that consolidation considered life cycle and Africa, China, India and Indonesia have a fragmented or introductory life cycle. To be able to do the analysis we will be considering the beer industry life cycle stage as a whole, this stage according to the analyst, the life cycle stage of the beer industry and Anheuser-Busch Inbev has already entered it’s maturity stage. “In this stage product features may be enhanced in order to differentiate them from competitors, pricing is normally lower, distribution is more intensive, and promotion emphasizes brand image and product differences. (workman, 2009)” Ghebrial,2009)

References: Anheuser-Busch InBev. 0 Feb. 2009 http://www.ab-inbev.com/ AB, I Brand Strategy. (2011). Retrieved September 27, 2012, from AB InBev website: http://www.ab-inbev.com/go/brands/brand_strategy.cfm Ghebrial, C., Bakamus, K., & Sergey, G Mission and Strategy. (2011). Retrieved September 27, 2012, from AB InBev website: http://www.ab-inbev.com/go/investors/overview/mission_and_strategy.cfm Top 10 Markets Workman, Daniel. “InBev Global Beer Sales by Country.” Globalization Suite 0. 7 July 2008. 10 Feb. 2009 <http://globalization.suite0.com/article.cfm/inbev_global_beer_sales_by_country>