The Application of Game Theory in Business Strategy

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  • Topic: Brand, Leuven, Beer
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LSM545: The Application of Game Theory to Business Strategy
Project Notes

Course LSM545
LSM545_20121121_01

Student: Joeri Vertongen Instructor: Arun Sharma

Content
1. Value Creation 2. Recommendation 2.1. Rival strength 2.2. Dictated by the Game 2.3. Relevancy of Rival’s Strength 2.4. Change the Game 3. References 3 4 4 5 5 6 7

2

1. Value Creation
Anheuser Busch Inbev S.A. is the leading global brewer, they take great pride and care in brewing beers, and that’s also how they want them to be enjoyed with great care. This is why they committed to responsible drinking which is at their heart in line with their strategy of to be the Best Beer Company in a Better World.(1) Through commitment to be the Best Beer Company in a Better World, Anheuser-Busch InBev S.A. is the beer industry leader in social responsibility initiatives, ranking as the No. 1 brewer in social responsibility in FORTUNE Magazine’s “World’s Most Admired” beverage companies’ list. The Better World efforts focus on three pillars: promoting responsible drinking; protecting the environment; and giving back to the communities in which we live and work. Around the world, Anheuser-Busch InBev S.A. has developed and implemented social responsibility programs and campaigns in partnership with parents, government officials, community organizations, retailers and others. From promoting responsible drinking messages on some of the world’s most watched television programming, to turning coconut husks into renewable energy to fuel breweries, to volunteering in the community, Anheuser-Busch InBev S.A. and its employees are committed to making a difference.(2) To focus on this effort Anheuser Busch Inbev S.A. has set 6 global responsible drinking goals which will be independently audited. The global responsible drinking targets are reaching 100 million adults with programs to help parents help talk to their children about underage drinking, providing ID-checking materials and other education to at least 500 thousand bars, clubs, restaurants and grocery stores to help them prevent sales to minors, training on responsible alcohol beverage sales to at least 1 million bartenders, waiters, grocery store clerks and others who serve and sell alcohol, reach at least 500 million legal-age customers to increase awareness of the importance of using a designated driver or safe-ride home, invest at least 300 million USD in advertising and programs to help remind and educate customers about the importance of responsible drinking and celebrate the annual global be(er) responsible day to promote the importance of responsible drinking among employees, retail customers and consumers.(3) The campaign creates value as it adds to consume beer responsible as it helps lower the number of accidental death under influence of alcohol. Giving Anheuser Busch Inbev beers a more responsible corporate image as being conciliatory towards its customers and consumer while bringing sensibility about how we drink while working together with government and healthcare to promote responsibility. (1) Clark C., Responsible Drinking: AB InBev Sets the Record Straight on a Misnomer, blog, CSRwire Talkback, Springfield, MA, 21 September 2012, http://www.csrwire.com/blog/posts/548-responsible-drinking-ab-inbev-sets-the-record-straight-on-amisnomer Amssons M., Caspersen C., Couk K., Gerdes T., Staley G., Vallis L., AB InBev Announces Significant One-Year Progress toward Global Responsible Drinking Goals on Third Annual Global Be(er) Responsible Day, Press Release, Anheuser Busch Inbev S.A., Brussels, Belgium, 20 September 2012, http://www.ab-inbev.com/press_releases/hugin_pdf%5C529098.pdf N.A., Responsible Drinking, Report Social Responsibility, Anheuser Busch Inbev S.A., Brussels, Belgium, 2012, http://www.abinbev.com/pdf/ABI_CSR11_Responsible_Drinking.pdf

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2. Recommendation
2.1. Rival Strength

Rivals of Anheuser Busch Inbev S.A. often focus on volume of sales of their...
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