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Anheuser-Busch Companies Inc continually seeks opportunities to maximize shareholder value and increase efficiency Through their extremely effective marketing strategies Anheuser-Busch has gained control of over 47 of the global market share In the process of doing this Anheuser-Busch has become one of the most recognizable trademarks This is not without faults though Anheuser-Buschs aggressive advertising campaign has targeted more than who they bargained for Through Anheuser-Buschs catchy advertisements they have attracted customers other than the 21 age group and recreational drinkersThe company has made significant marketing investments to build Budweiser brand recognition outside the United States and operates overseas breweries in China and the United Kingdom The company also has a significant influence on Mexicos largest brewer and producer of the Corona brand With an estimated 475 of the total market share for 1999 Anheuser-Busch continues to widen the gap separating them from their nearest competitors Budweiser and Bud Light are the No1 and No 2 best-selling beers in the world Miller their closest rival maintains 221 of the market share In 1999 they achieved record sales and earnings selling over 100 million barrels of beer worldwide for the first time in history August A Busch III Chairman of the Board and President says his company owes its success to The combination of outstanding domestic beer industry fundamentals the highest quality and freshest beer in the industry and exceptional marketing and sales execution According to Fortune Magazine the company applies venerable marketing techniques more vigorously and imaginatively than the competition The companys most important technique is target marketing Anheuser-Busch sponsors events and runs advertising specifically aimed at all sorts of consumers blacks whites blue-collar workers computer-buffs and sports fans Sports fans make up a large diverse population The company has strategically positioned themselves to promote to this target audience with 70 of their advertising dollars going towards sports programming They have exclusive deals with 21 of 24 major league baseball teams 21 of 28 National
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