Marketing Strategy of Bud Light

Topics: Marketing, Beer, Alcoholic beverage Pages: 13 (3673 words) Published: January 12, 2011
Marketing Strategy



Table of Content



3.SWOT Analysis1

3.1The SWOT analysis of Anheuser-Busch2

4.PETSLE analysis3


6.Unique Selling Proposition (USP)5

7.Segmentation Targeting and Positioning6

8.Company’s objectives - SMART7

9.Marketing Mix 4P’s7

10.Possible Strategies for Anheuser-Busch in General9


I. Appendices
II. References
III. Internet resources


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.


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 20%. The ingredients consist of 110 calories and 4,2% alcohol by 12 OZ volume. Beer is the most consumed alcohol beverage in the United States, with the annually retail sales of $91,6 billion. The industry of beer segment has increased its profitability despite the fact of the economic consumption trends. The brewer’s house of Anheuser-Busch, South African Breweries’ Miller (SAB-Miller) and Molson Coors rule the beer market in the U.S.A. Their sales cover about 80% of the market. Though, for the first time in history the sales of Bud Light has dropped 2,5% in 2009. Anheuser-Busch has expanded their brand and product to Europe, Latin America and Asia. Especially, the Chinese market is very interesting to Anheuser-Busch. It has the fastest-growing and largest beer market by volume.

SWOT Analysis

The SWOT analysis provides useful information which is helpful to company in order to operate with its competitive environment. This is a basic model of how companies can develop their marketing plans. It shows the strength of what an organization can do and weaknesses of what an organization cannot do. Furthermore, it gives the element of the opportunities with potential profit and growth for an organization as well as threats with unfavourable conditions of a company.

1 The SWOT analysis of Anheuser-Busch

• Anheuser-Busch is the largest beer brewery in the United States with about 50% of the market. • Anheuser-Busch creates the most recognition beer brand such as Budweiser, Bud Light and Michelob. • Anheuser-Busch is the price leader in the beer market with a 2% increase in revenue per barrel for the last three years. • Anheuser-Busch owns twelve breweries in the United States and over 60% of their volume is marketed by over 600 distributors. Weaknesses

• Anheuser-Busch has a vertically integration.
• Anheuser-Busch has monetary risks in reference to exporting beer to foreign...

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
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