...appears to be a general shift in preference among consumers to prefer other types of alcoholic beverages to beer. In addition to losing sales to a different beverage option, Budweiser is losing market share in the U.S. beer market. At its peak in 1988, Budweiser sold 50 million barrels. In 2013, consumption was down to 16 million barrels and market share had decreased from 14.4% to 7.6% in ten years. Part of this is due to cannibalization of sales from other Budweiser products, such as Bud Light. This shows a macro change in consumer preferences, favoring options with fewer calories to help combat weight-gain. Another big reason for the decrease in sales is due to consumers switching to the craft beer market. In 2015 sales for craft breweries were estimated at 24.5 million barrels (a 13% increase since 2014) and dollar-sales were just over $22 billion (a 16% increase from 2014). These sales have given the craft brewery industry a 21% share of the beer market. This increase in sales is not coming from a single competitor. There are 4,269 breweries in operation in the U.S. as of early this year, which is the most in U.S. history. This makes the fight difficult for Budweiser, as they are fighting another trend with consumers moving away from the macro-brand that they represent to small, local breweries. Budweiser is fighting (and currently...
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...Market Research 2 Define Market Research According to American Marketing Association, “Market Research is the function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems, generate, refine and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.” Marketing Research is systematic problem analysis, model building and fact finding for the purpose of important decisions making and control in the marketing of goods and services. Marketing Research is a well-planned, systematic process which implies that it needs planning at all the stages. It uses scientific method. It is an objective process as it attempts to provide accurate authentic information. Marketing Research is sometimes defined as the application of scientific method in the solution of marketing problems. Marketing Research plays a very significant role in identifying the needs of customers and meeting them is best possible way. The main task of Marketing Research is systematic gathering and analysis of information. Market Research is essential for strategic market planning and decision making. It helps a firm in identifying what are the market opportunities and constraints, in developing and implementing market strategies, and in evaluating the effectiveness of marketing plans. Marketing Research is a growing and widely used business activity as the...
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...Business Model and Strategic Plan Part I BUS/475 April 28, 2015 Business Model and Strategic Plan Part I Anheuser-Busch InBev is the name of the leading global brewer. The company has a “portfolio of more than 200 beer brands, including three global flagship beers: Budweiser, Stella Artois and Beck’s” (“Anheuser-Busch”, 2015). Budweiser is an American style lager and was introduced in 1876 by Adolphus Busch. Adolphus Busch wanted to create the United States first national beer brand. Budweiser became universally popular and has exceeded regional tastes. Budweiser is known as the “King of Beer”. Budweiser is brewed using a “blend of imported and classic American aroma and bittering hops, and a mixture of barley malts and rice, and the lager undergoes a 30 day brewing process that includes the time honored methods of kraeusening for natural carbonation and Beechwood aging, to create its unparalleled balance, character and signature crisp finish” (“Anheuser-Busch”, 2015). Budweiser’s vision is “Through all of our products, services and relationships, we will add to life's enjoyment”. Budweiser’s mission is to be the world's beer company, enrich and entertain a global audience, and deliver superior returns to their shareholders. The “Anheuser-Busch” website (2015) state that “values are to have quality in everything they do, exceed customer expectations, trust, respect and integrity in all of their relationships, continuous improvement, innovation and embracing change...
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... [pic] BUDWEISER (ANHEUSER-BUSCH) MARKETING PLAN THE COMPANY HISTORY Budweiser is referred to as Bud, a brewing company founded at St. Louis in the mid 1800s. Budweiser beer is America’s drink. One out of five alcoholic drinks sold in America is a Bud. It is the world’s most popular beer. In 1865, the brewery produced 8,000 barrels. These numbers grew quickly when Budweiser Lager Beer was introduced to public in 1876. The company expanded rapidly and controlled all the means for producing its beer. In the 1950s, the company expanded its businesses in various cities, in an attempt to tap into a European tradition. In 1970s, Budweiser became a true icon of American culture, thanks to a model of commercial development, the envy of the world. In 1980, it made a history by expanding into the global marketplace with agreements to brew and sell in Canada, Japan, and elsewhere. Budweiser along with the brand extensions Bud Light, Bud Dry and Bud Ice is creating an image for itself: a mass-produced, drinkable beer that symbolizes the “good life”. Now, the King of Beers is being sold in more than 60 countries worldwide. Company Mission: “During production of the Budweiser Budvar lager we use traditional procedures and the knowledge passed down to us by previous generations of brewers...
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...Baker Formula Essay English 101 Section 804 / Research and Writing February 12, 2013 Have you ever wondered what it would be like to spend 4 million dollars? Let’s say you did and with that purchase, you got 18 hands, 6 feet and only 30 seconds to be part of it. You would have just felt like a marketing executive at Anheuser-Busch Brewing Company, the maker of Budweiser beer. The marketing department purchased a commercial spot during the 2013 Super Bowl with its iconic mascot, a Clydesdale horse. The interesting history of this company along with the characteristics of its iconic mascot and the amounts of money to advertise during the Super Bowl is amazing. First of all, the Anheuser-Busch (Budweiser) Company adopted the Clydesdale horse during the depression, around the 1930’s. August A. Busch, Jr. presented his father, August A. Busch, Sr., with a gift. It was a Studebaker beer wagon with a perfectly conformed six horse hitch of Clydesdales (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales). The Clydesdale horses are mostly used in exhibitions and parades because of their size and grace. Secondly, is the main characteristics of these massive animals are their colors. There are different shades of Bay, Brown, Chestnut and Black predominantly, but with a white underbelly as well as a white feather (long hair) over their ankle to their hooves (Wikipedia 2013; http://en.wikipedia.org/wiki/Budweiser_Clydesdales)...
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...[pic] BUDWEISER (ANHEUSER-BUSCH) MARKETING PLAN THE COMPANY HISTORY Budweiser is referred to as Bud, a brewing company founded at St. Louis in the mid 1800s. Budweiser beer is America’s drink. One out of five alcoholic drinks sold in America is a Bud. It is the world’s most popular beer. In 1865, the brewery produced 8,000 barrels. These numbers grew quickly when Budweiser Lager Beer was introduced to public in 1876. The company expanded rapidly and controlled all the means for producing its beer. In the 1950s, the company expanded its businesses in various cities, in an attempt to tap into a European tradition. In 1970s, Budweiser became a true icon of American culture, thanks to a model of commercial development, the envy of the world. In 1980, it made a history by expanding into the global marketplace with agreements to brew and sell in Canada, Japan, and elsewhere. Budweiser along with the brand extensions Bud Light, Bud Dry and Bud Ice is creating an image for itself: a mass-produced, drinkable beer that symbolizes the “good life”. Now, the King of Beers is being sold in more than 60 countries worldwide. Company Mission: “During production of the Budweiser Budvar lager we use traditional procedures and the knowledge passed down to us by previous generations of brewers. We produce our beer exclusively from the highest quality raw materials – whole...
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...forty-two in the Fortune Five hundred. From its beginning as well as historical indicators, to its multiple products, prohibition, their trademark Budweiser, the Budweiser Clydesdales, and the Budweiser Frogs, to its financial issues, the acquisition, to their controversies such as the “ethical aggravation, Spykes juvenile, marketing of Alcohol, environmental documentation, and the Budweiser statement.” Plus, the company’s most recent controversial marketing strategy appearing in April of this year, “Up for whatever.” Add the shenanigans and controversial court rulings of alleged vehicular homicide and negligent homicide charges of two separate women against August Adolphus Busch IV, has the ‘King of Beers’ lost its crown, has the ‘Prince’ turned back into a ‘Frog’? Outline I. History A. Established B. Prohibition C. Acquisition 1. 1852, St. Louis, Missouri, Eberhard Anheuser, Adolphus Busch 2. From 1920 to 1933, under the Eighteenth Amendment of the Constitution prohibiting alcoholic beverages 3. July 13, 2008 Belgian-Brazillian brewing company InBev purchased Anheuser-Busch at $70 for each and every share as well as created the fresh corporation to be given name as Anheuser-Busch. II. Marketing A. Domestically B. Globally 1. Advertising domination in the United States...
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...Economics Technological Political SWOT Analysis………………………………………………………………………………………6 Strengths Weaknesses Opportunities Threats Marketing Planning……………………………………………………………………………….7 Marketing Objectives Marketing research Target Markets………………………………………………………………………………………8 Measurement………………………………………………………………………………………..8 Implementation……………………………………………………………………………………..9 Messaging Packaging Distribution Control Branding and Positioning Marketing Mix……………………………………………………………………………………….11 Product Price Place Promotion References………………………………………………………………………………………………12 Executive Summary and Introduction Our vision at Anheuser-Busch is to add to life’s enjoyment through our products, relationships and services. With our Mission being to be the best beer company in the world, while still enrich and entertaining. We also wish to give amazing results to the shareholders and the community. We try to bring to life our dream to be the best beer company in the world. Our goal is to connect our efforts to a collective responsibility we share with our employees, consumers, wholesalers, retailers, law enforcement, elected officials, educators and other partners. After all, these are our roads, our kids, our neighborhoods and this is our Earth; and it is our obligation to work together to help support our communities. Budweiser, Bud Light and other brands also take ownership of our Corporate Social Responsibility efforts by creating consumer centric programs for...
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...Marketing Background Labatt Blue was launched in 1951. The nickname “Blue” originated in Manitoba due to the colour of the label and the company’s support of the Winnipeg Blue Bombers football team. – External Influences Economic Trends: The Canadian economy shrank in this year's second quarter for the first time since the end of the recession in mid-2009. Statistics Canada said gross domestic product contracted 0.4 per cent between the second and first quarters of this year, when expressed in annualized terms. That's the weakest performance since the 3.7 per cent decline seen in the second quarter of 2009. Although the recession has past and Canada has improved, the unemployment rate in Canada was last reported at 7.4 percent in November of 2011. A decline of 53,000 in part-time work was partially offset by an increase of 35,000 in full-time. Compared with a year earlier, the number of part-time workers was down 1.9% (-62,000), while full-time employment grew by 2.0% (+274,000). Social and Demographics: Marketing communications has always played a key role in creating an image to attract a target market. Budweiser and Bud Lite are popular brands in the NFL and NASCAR, and true fans will then purchase those specific brands. It becomes their brand of choice. Labatt Blue had sponsorship ties with the NHL and Canadian teams and the CFL and several teams but recently, Molson has taken over the sponsorship of The Toronto Maple Leafs, which Labatt used to have. This was...
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...nheuser-Busch InBev Company Profile Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world's top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands - those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico's leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion...
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...return on capital employed. * To provide a great tasting fresh beer to our consumers by limiting self life to 110 days, and providing a “born on date” on all our products. * To build a high-performing, diverse workforce, while providing a safe, productive and rewarding work environment, in which all our employees can benefit. * To be a good corporate citizen and good neighbor in every community where we do business and promote the responsible consumption of our products. * To preserve and protect the environment and support communities where we do business, by complying with all applicable environmental laws, regulations, and permits. Products and Services Anheuser-Busch's best known beers include brands such as Budweiser, Busch, Michelob, Bud Light, and Natural Light. The company also produces more than 100 beers, import beers, specialty beers, nonalcoholic brews, malt liquors ( such as King Cobra and Hurricane), and flavored malt beverages (e.g. the Bacardi Silver family and...
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...Company and their competitive advantage in their business. The major issue in this case is analyzing the company's background and reasons for expanding into China while trying to forecast an appropriate managerial decision regarding the company's future. There are many sources of information we can use to inform us of the past decisions made and good data that can be used to make predictions about the future. This case analysis will take a careful look at the individual strengths of Lion Nathan, the weaknesses of the company, any opportunities presented for future application and threats from other brewing companies. All of these specific key factors are very important in assessing a company's core competencies and a practical promotional plan for future endeavors. Strengths- Lion Nathan Brewing Company has numerous strengths that give their company a competitive advantage over other premium-style beers sold in the same areas. -In 1999 Lion Nathan was an international brewer with three geographic locations around the world: New Zealand, Australia, and China. This is an important strength because it gives them a very broad customer base and allows the company to experiment with new products and new ideas. This is also a very important advantage because it allows the company to be more specified and focus only on premium beer. -Lion Nathan China Brewing Company also had a portfolio of over fifty brands and owned and operated ten separate breweries. This is a vital strength...
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...Shovelhead’s, The Ultimate Biker Bar Shovelheads will be the ultimate biker bar. The name “Shovelhead” comes from a type of Harley-Davidson motor on a motorcycle. The shovelhead motor was made between the years 1966 to 1983. It is called a shovelhead because the rocker box (or the heads) looks like the top of a shovel, hints shovelhead. The name of my bar alone will help differentiate my bar from other bars and it will let my demographic group, more specific bikers, know what kind of bar it is just by seeing the name. Shovelheads will be located in Birmingham, Alabama around the 5-Points area. I chose this location because it’s a centralized location for a lot of biker. This is a heavily populated area with a lot of traffic, so a high quantity of people will be passing by and hopefully they will see us and come in for a drink. I just hate people driving and especially riding a motorcycle after they have been drinking. I want to limit the amount of riding for bikers. Hopefully I will be able to accomplish this for a large number of bikers who live in the suburbs surrounding the Birmingham area. After a while at the Birmingham location if Shovelhead’s is doing well, I would like to open one more out in the country around Columbiana. This will be in a more rural area, which will let the bikers be able to get rowdy and loud without bothering anyone around them. But that will come later. Now that I have told you where Shovelhead’s will be located, let’s see what Shovelhead’s...
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...What are counterfeiting and piracy? Counterfeiting and piracy are terms used to describe a range of illicit activities linked to intellectual property rights (IPR) infringement. Those are longstanding problems which are growing in scope and magnitude. Quantitative analysis carried out by the OECD indicates that the volume of tangible counterfeit and pirated products in international trade could be up to USD 200 billion. With a figure like this, sales of counterfeit goods world-wide exceed the GDP of approximately 150 States on the planet. This figure does not, however, include counterfeit and pirated products that are produced and consumed domestically, nor does it include the significant volume of pirated digital products that are being distributed via the Internet. If these items were added, the total magnitude of counterfeiting and piracy worldwide could well be several hundred billion dollars more. In spite of all the efforts made up to now, counterfeiting and piracy are a plague that affects practically every economy on the planet and, what is more, they are expanding rapidly via various distribution channels that obviously include the Internet. In 2006, all the records were smashed with more than 250 million counterfeit articles intercepted at European borders, compared with 75 million the previous year. The number of seizures also exploded, increasing from 26,000 to 37,000 from one financial year to the next. Some see the rise in counterfeiting of goods as...
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...while relying heavily on sales efforts. * Unlike Kingsford, which kept its price almost constant over the years, other competitors in the charcoal industry such as Royal Oak and private label brands have increased their prices and cut back on promotion funding at retailers which results in a decline in the overall category growth due to the shift of new customers getting into grilling who negatively responded to the charcoal price increase. * Unlike previously mentioned factors that can be controlled, weather patterns during the year 2000 showed a significant decrease in temperatures and frequent rainfalls from October to December therefore results in a fewer grilling activities. SWOT Analysis In order to effectively formulate a marketing strategy to achieve Kingsford business goals and overcome current challenges, a clear analysis of the strengths and weaknesses while pointing out the opportunities and threats will be illustrated first then...
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