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Ab Strategy

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Submitted By kkelegha
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Kevin Keleghan Strategy Final

1) I view the distributors as the buyers for reviewing the buyer element.
Buyer Concentration: There are approximately 2500 beer distributors in the North American market. As a result, this is a very competitive market, with most distributors willing to do anything to replace an incumbent Anheuser-Busch (AB) distributor. The only counter balance to this is that since AB has such large market share, the AB distributors are very large with great local economies of scale compared to the average distributor. In addition, they will most likely have better relationships with the various retailers in the local market. Overall, AB has the most leverage in the relationship since it is more likely that they can find a suitable alternative for distribution compared to the distributor finding anything close to AB as a manufacturer.
Buyer Volume: The implications for this element are very similar to buyer concentration. AB typically looks to develop an exclusive arrangement with their distributors. As a result, the volumes with each distributor (buyer) are very large which gives them some leverage. Once again, since there are so many distributors in the marketplace, AB has the greater leverage in the relationship.
Switching Costs: The switching costs are prohibitive for the distributors. Since AB has approximately 50% market share, moving to a competitor would result in financial devastation. In addition, over the past several years, AB has developed exclusive relationships that significantly reward and/or penalize the distributors for serving any of their competitors.
Buyer Information: Distributors have significant access to information about the Brewers, including AB. They belong to associations, share information that is not contractually prohibited, and since they have served other brewers besides AB, are very knowledgeable of

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