Marketing Strategy of Bud Light
Marketing Strategy
Anheuser-Busch’s
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Table of Content
1. Summary 1
2. Introduction 1
3. SWOT Analysis 1
3.1 The SWOT analysis of Anheuser-Busch 2
4. PETSLE analysis 3
5. Competitors 5
6. Unique Selling Proposition (USP) 5
7. Segmentation Targeting and Positioning 6
8. Company’s objectives - SMART 7
9. Marketing Mix 4P’s 7
10. Possible Strategies for Anheuser-Busch in General 9
11. Conclusion 9
I. Appendices II. References III. Internet resources
Summary
The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch which is the producer of Bud Light. The Legal issues have been shorted because the discovered fact does not fit in the US market area. The following section shows briefly about the unique selling proposition and segmentation targeting. A short illustration of Bud Light segmentation is demonstrated in the appendix. With the limit of words, the author excludes a detailed illustration of the product life cycle and the Boston Consulting Group analysis. A critique is mentioned in the USP section.
Introduction
Bud Light was introduced in 1982 by the company of Anheuser-Busch which is one of the largest producers of beer in the world. It has the world largest-selling by volume and Bud Light shared the highest market share in the United States, among other Anheuser-Busch beer brand, such as Budweiser and Michelob. The brewery has developed business on the international basis since 1993. Besides the brewing part, Anheuser-Busch owns many real estates include residential and commercial properties, recycling and packaging facilities. The enterprise Anheuser Busch claims nearly 50% of the US market share for the past few years. In 1994, Bud Light has become the most famous light beer in the United States with a market share of around
Anheuser-Busch’s
[pic]
Table of Content
1. Summary 1
2. Introduction 1
3. SWOT Analysis 1
3.1 The SWOT analysis of Anheuser-Busch 2
4. PETSLE analysis 3
5. Competitors 5
6. Unique Selling Proposition (USP) 5
7. Segmentation Targeting and Positioning 6
8. Company’s objectives - SMART 7
9. Marketing Mix 4P’s 7
10. Possible Strategies for Anheuser-Busch in General 9
11. Conclusion 9
I. Appendices II. References III. Internet resources
Summary
The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch which is the producer of Bud Light. The Legal issues have been shorted because the discovered fact does not fit in the US market area. The following section shows briefly about the unique selling proposition and segmentation targeting. A short illustration of Bud Light segmentation is demonstrated in the appendix. With the limit of words, the author excludes a detailed illustration of the product life cycle and the Boston Consulting Group analysis. A critique is mentioned in the USP section.
Introduction
Bud Light was introduced in 1982 by the company of Anheuser-Busch which is one of the largest producers of beer in the world. It has the world largest-selling by volume and Bud Light shared the highest market share in the United States, among other Anheuser-Busch beer brand, such as Budweiser and Michelob. The brewery has developed business on the international basis since 1993. Besides the brewing part, Anheuser-Busch owns many real estates include residential and commercial properties, recycling and packaging facilities. The enterprise Anheuser Busch claims nearly 50% of the US market share for the past few years. In 1994, Bud Light has become the most famous light beer in the United States with a market share of around
References: Brassington, Frances and Pettitt, Stephan: Essential of Marketing (2005) Pearson Education Burns, D Douglas, S. P. and Craig, C. S.: Global Marketing Strategy (1995), McGraw-Hill New York Kotler, P.: Marketing Management (2000), Prentice Hall Peter, Paul J., Olson, Jerry C. and Grunert, Klaus G.: Consumer Behaviour and Marketing Strategy (1999), McGraw-Hill West, D., Ford, J