Lifeblood of the Organization

Victor Marbun (victor)

M987Z259Li Merlina (Merlin)

M987Z246Thidarat

Prasitpornphakdee (Nok) M987Z245

Huynh Than Phong (phong)

M987Z242Nguyen Thi Thanh Nhan

(Nhan)M987Z232

Do you think that every time you pick Budlight off the shelf at the store there is

a system recording your action?

Anheuser-Busch operates 12 breweries in the United States. Anheuser-Busch's operations and resources are focused on adding to life's enjoyment not only through the responsible consumption of beer by adults, but through theme park entertainment and packaging.

Anheuser-Busch Overview

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 48.5 percent share of U.S. beer sales. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer

Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE Magazine’s Most Admired U.S. and Global Companies lists in 2008. Anheuser-Busch is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and one of the world’s largest recyclers of aluminum cans.

Anheuser-Busch Overview

The company is a wholly owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo.

Anheuser-Busch purchased by InBev in the fall of 2008.

InBev focused on cost-cutting and profit margins.

Let go about 1,400 employees in the U.S. and 415 contractor positions.

Changed contracts with suppliers. Lower profits than expected.

Anheuser-Busch’s passion for beer and commitment to quality have allowed the company to offer a diverse range of beers and beverages, loved by consumers across the United States and the world. This includes the world’s largest selling beers, Bud Light and Budweiser.

The company’s principal subsidiary, the U.S. industry leader since 1957, and a leader across the world. Produces more than 100 beers, flavored alcohol beverage and nonalcohol brews at 12 breweries in the United States and 15 around the world and imports other beers for distribution in the United States.

The secret to their superior data mining and collection.

An online system that connects wholesalers, retailers, and other business partners by allowing them to gather data on sales, products, customers, and competitors.

The advanced technology allows AB to link to other data sources which include portable transaction computers carried by delivery personnel and bar code scan information.

Information is entered into BudNet nightly from several thousand beer distributors and sales representatives.

BudNet Flows DiagramBudNet Flows Diagram

MIS consist of : Collecting the data from all stores about the

sales, consumer behavior when they bought beers and performs additional data from every sources they might have to complete the data.

Tailor Marketing campaign and products for each different local trends city.

They gathering all the data that are needed and mining the aggregate data (data mining).

Classify the data to make customizes marketing strategy for each local city.

1.Helps the marketers to choose right strategy.

2.Useful in the constantly changing market Deadly accurate science out of determining what beer lovers are buying and when, where, and why.

3.Adds efficiency to the beer supply chain.4.Changing the dynamics of the industry.

1. Disadvantage of promotion via the Internet is that the customers and businesspersons are isolated. There is little personal contact between customer and salesperson prior to and after the sales is closed. Thus, the prospect for repeat sales may be diminished.

2. The cost of software, hardware, website design, maintenance of your site, online distribution costs and time, all must be factored into the cost of providing the result

3. Competitors is easy to get the data from Budnet. The competitor will look the marketing information system in website to collect some information , like product , sales information , others data to counter the company strategy.

4. when the stores lose the connections with internet or the database, then budnet can't immediately get those information. The operators have the extra digital devices which are handheld computer and cellphone.

The information of consumers will be collected from Budnet without permissions. Budnet will use the public statistics to their own marketing research.

Company have to follow the Information ethic code in internet. so that Bud Weiser advertising in internet not "bother" its rival illegally, or make some bad issue to their competitor.

Bud weiser have to look the social environment. So their information system not make bad ethical issues by their advertising to people. because they not just give information to their customers but also others that is not use their product.

Internet is proving to be a vast new source of competitor supplied information, making BUD still one of the best beer company which can be seen by their stock value

BudNet is definitely helping A-B. During the past 20 quarters, A-B has had double digit profitability, while none of its competitors have posted more than 4 straight quarters of such growth. They increased their market share in 2003 from 48.9 to 50.1 percent of the nearly $75 billion U.S. beer market.

1.Why do you believe a system like BudNet is so important to a company like Anheuser-Busch?

2. How could the BudNet system be used as a distributor motivator?

3.What ethical implications, if any, do you see in a company having this much knowledge about customers?

1. Answer – BudNet is important because it allows for real-time responses to the market by A-B; without such state of the art technology, company would not be able to react to changing trends, tastes, and demographics of their customers.

2. Answer – Student answers may vary, but it could create closer ties between the customer and the supplier, and allow for better collaboration. Moreover, the distributor should be able to sell more product as it will have accurate numbers for the customers and will be able to get enough inventory to cover any immediate increases in demand. It will motivate distributes because it will allow for eventual increased sales and profits.

3 Answer – Again, student answers will vary---some will think it’s another case of “Big Brother” watching us at all times, while others will feel that if it’s not through BudNet , it’s some other way that companies are keeping tabs on who is buying their products and therefore it’s not a big issue.