Sab Miller Strategy

Topics: Molson Coors Brewing Company, Coors Brewing Company, Vertical integration Pages: 2 (687 words) Published: July 14, 2012
SAB Miller’s portfolio now spans over 75 countries in 6 continents making them a truly global competitor in the beverage market. They have focused on investing in emerging markets through joint ventures, mergers acquisitions and alliances. This has been a very successful strategy as 80% of their group EBITA comes from emerging markets. They have a strong market share in these countries and 94% of their larger volumes come from countries in which they have a number one or two market share position. There good performance has offset the European and US markets where consumer demand is still under pressure. They are represented in all 10 of the world’s fastest growing countries. They are much focused on market segmentation and tailoring the strategies and products to fit the different needs/similarities of consumers. They have successfully identified niche markets and have seen the opportunity to grow their local premium brands between mainstream and global premium beers. This has been very successful in Europe, Latin America and Africa. They have excellent product positioning and strong marketing focus. They have identified the need for differentiated beers in USA and have capitalized on this by developing a beer company to satisfy these needs. They have also improved upon existing products. Castle Lite is now the leading beer in South Africa’s competitive premium sector. The recent campaign to refresh the brand and create a new positioning based on its extra cold’ credentials have helped to differentiate it from the rest of the field and sales continue to grow. There has been a strong focuses on sales and brand execution.They have reinforced and improved current brands images through strong marketing efforts. They have -re positioned the lagging castle lager brand as the country host beer by creating a new campaign during the 2010 FIFA world cup. They have a strong focus on R & D and are developing and expanding the beer category in order to encourage...
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