Slide 1
Name: Mohammad Droubi
Instructor: Dr. Kamal Abdulsater
Marketing Case Study: BUDWEISER
Budweiser lager who was first brewed in1876 by E.anheuser
becomes the largest brewer in the world in terms of volume nowadays
by Anheuser-Busch, and it competes across a diverse range of
markets. After several years Anheuser-Busch companies, engaged in
the production and distribution of beer worldwide. It operates
through four business segments: domestic beer, international beer,
packaging, and entertainment.The domestic beer segment offers beer
under Budweiser, Busch, and natural brands in the united states in
addition to a number of specialty beers including non-alcohol
brews, and other beverages.
In 1997, the company starts to mine its clients buying patterns
by getting data & information by creating a BudNet that collect
information from wholesalers & retailers. BudNET is the
information channel for an Anheuser-Busch system called WEARS
(Wholesaler Equity Agreement Reporting System).
Anheuser-Busch also analyzes data gathered by information
Resource Inc. (IRI), to track consumer purchasing behavior across a
fill range of products, it also takes into consideration the
lifestyle of society such as health care, diets & others.
Anheuser-Busch uses a variety of internal and external data
sources- including consumer's demographics, POS, and market data-
to guide product assortment decisions, it uses also the six step
industry standard and softwares.
Anheuser-Busch's uses of IT are international.
Budexchange.co.uk, hosted on Bud NET, tracks key data and sales of
5,000 British outlets. The systems reward the loyalty of trade
customers with Budweiser branded support materials. It uses the
data provided but the outlets in it proactive segmented marketing
communications program.
Anheuser-Busch continues to expand its use of data links, using
its market clout to improve data gathering and data sharing, at
which, markets share data confirm the success of the company's
strategy.
1) What have been the key success factors for
Anhueuser-Busch?
1. The success key factors for Anheuser-Busch:* The decision to
become a leader in mining its customer buying patterns.* Using
timely data (getting information back from wholesalers and
retailers on what is selling where and when).* Creating BudNET and
WEARS. BudNET handles sales reporting, customer development, retail
promotion notices, weekly sales forecasting and a wide range of
logistics related functions. The delivery people of Anheuser-Busch
also log data on competing products.* Tracking consumer purchasing
behavior across a full range of products by analyzing syndicated
bar-code scan data gathered by Information Resources Inc. (IRI).*
Using store data, the company can create targeted marketing
materials.* Demographic data help them know what products sell
better in each location.* Using (EIA) Efficient Item Assortment-a
six-step, industry-standard to guide product assortment decision.*
Effective marketing & advertising strategy* Keeping up with
behavior & quickly changing life style
2. Where is Anheuser-Busch vulnerable? What should it watch out
for?
Busch's vulnerability what it should watch out forChanges in
customer preferences & favorites They should observe trends in
the alcoholic industry.Changes diet preferences regarding alcoholic
drinks They should put in their customers mind that their products
are qualitative and the ingredients used are not harmful for their
health or appearance.Competition (There are a lot of competitors
and more innovative companies can take a part of their market
share). They should always be innovative and creative and keep
their clients interested by new productsGovernmental regulations
and taxes about alcoholic productsThey have to be aware of them and
to take them into consideration
3. What recommendations would you make to senior marketing
executives going forward? What should the company be sure to do
with its marketing?
- He should analyze and understand the perception of the people
and the society about their wants.
- He should be creative & innovative and take into
consideration life styles such as: diets, religion.
- Make beer without alcohol for example to satisfy and expand
their business into new markets and new customers. - Work closely
with local and national governments, pressure groups and other
environmental arenas to position the company as being socially
responsible to these concerns.
- Continue to present their advertising showing alcoholic
consumption in a responsible manner.
- Understand peoples views of themselves, others, organizations,
society, nature, and the universe as it pertains to alcoholic
consumption.
