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Anheuser Busch Marketing Case Analysis

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Anheuser Busch Marketing Case Analysis
Anheuser Busch Marketing Case Analysis
“We happen to be a marketing company that sells beer.”- William Hickman, Vice President and CIO of Anhesuer-Busch (Field, 2000)

Introduction
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For years, companies have been relying on market research, data tracking, and data warehousing to help create marketing strategies. Marketing managers rely on this data to spot opportunities and problems and try to stay ahead of the competition.

Anheuser-Busch (AB) could arguably be called the “King of Data Collection” and much of the organization’s recent success can be credited back to their emphasis on data gathering and data sharing. AB is now the leader in the alcoholic beverages industry with 48.4% of all beer sales in America in 2006 (www.anheuser-busch.com).

The secret to their superior data mining and collection is BudNET, an online system that connects wholesalers, retailers, and other business partners by allowing them to gather data on sales, products, customers, and competitors. In addition, the advanced technology allows AB to link to other data sources which include portable transaction computers carried by delivery personnel and bar code scan information. The company pioneered this new high-tech strategy and positive results are driving competitors to re-evaluate their own strategies.

Key Success Factors
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Getting wholesalers and retailers to agree to collect the data at the front lines

The success of AB’s BudNET could greatly be attributed to the organization focusing on fine-grain data and quick distribution of results. The best way for them to capture the detailed information was to request the responsibility be handed over to the front line, delivery people, wholesalers, and retailers. The buy-in from the wholesalers and retailers was critical to implementing the process changes, and became effortless when the distributors would benefit from access to this data as



Bibliography: ________________________________________ ACNielson- What We Do (n.d.). Retrieved February 1, 2007 from http://www2.acnielsen.com/company/what.shtml Beirne, M. (2006). Pouring It On: A-B Adds Five Import Brands. Brandweek. December 1, 2006. Retrieved January 31, 2007 from http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003466920 Experian- Principal Activities (n.d.). Retrieved February 1, 2007 from http://www.experiangroup.com/corporate/about/activities/#cs Janicek, K. (2007). Anheuser-Busch to import beer to U.S. BusinessWeek. January 8, 2007. Retrieved February 1, 2006 from http://www.businessweek.com/ap/financialnews/D8MH7BMO0.htm Lee, T. (2003, July 23). Michelob Ultra 's Success Stirs Competition among Low-Carbohydrate Beers. Retrieved February 1, 2007 from St. Louis Post-Dispatch. Michelob ULTRA Goes for Gold. (2005, May 17). Retrieved February 1, 2007 from PR Newswire. PRNewswire- FirstCall- Anheuser-Busch Cos. Inc. (2007, February 1). Retrieved February 3, 2007 from www.anheuser-busch.com World’s 10 Largest Beer Markets- 2004 (n.d.) Retrieved February 1, 2007 from http://www.anheuser-busch.com/press_room/mediakits/PressKitComplete.pdf Article or site name/ heading (n.d.) Retrieved date from www.anheuser-busch.com

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