Positioning Budweiser
Marketing Case Study: Positioning Budweiser SOMMAIRE
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.
Opportunities Threats
« 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.
« Significant sales volume in Europe
« Fast growing market in the developing world
« China¡¦s market is developing itself
« Attractiveness of Latin America
« Growing number of competitors, especially out of the US (imports).
« Consumers are getting interested in their ¡§belt size¡¨.
« Local restrictions because of the trademark dispute.
« Internationally speaking, Anheuser-Busch is a newcomer, therefore on those markets there is a lot of competitors.
« Substitutes
« Tough price competition in the USA
« State of the economy
In the USA, the GNP is slowing down since last year. The currency (Dollar) is falling, whereas the Euro is getting stronger. This is positive for the American exportations.
In Europe, there is a strong internal demand which leads to a significant and continuous growth. ( http://www.minefi.gouv.fr/minefi/index.htm )
« Political values
In the United States, the drinking legal age is 21. The law is really strict towards the legal age. It is forbidden for a minor to buy any kind of alcohol, but it is also strictly forbidden to sell any liquor to the minors. There are also laws regarding to the driving under alcohol.
In Europe, there is an overall will,
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.
Opportunities Threats
« 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.
« Significant sales volume in Europe
« Fast growing market in the developing world
« China¡¦s market is developing itself
« Attractiveness of Latin America
« Growing number of competitors, especially out of the US (imports).
« Consumers are getting interested in their ¡§belt size¡¨.
« Local restrictions because of the trademark dispute.
« Internationally speaking, Anheuser-Busch is a newcomer, therefore on those markets there is a lot of competitors.
« Substitutes
« Tough price competition in the USA
« State of the economy
In the USA, the GNP is slowing down since last year. The currency (Dollar) is falling, whereas the Euro is getting stronger. This is positive for the American exportations.
In Europe, there is a strong internal demand which leads to a significant and continuous growth. ( http://www.minefi.gouv.fr/minefi/index.htm )
« Political values
In the United States, the drinking legal age is 21. The law is really strict towards the legal age. It is forbidden for a minor to buy any kind of alcohol, but it is also strictly forbidden to sell any liquor to the minors. There are also laws regarding to the driving under alcohol.
In Europe, there is an overall will,