Executive Summary
Anheuser-Busch Companies, Inc. continually seeks opportunities to maximize
shareholder value and increase efficiency. Through their extremely effective marketing
strategies A-B 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 its faults though. Anheuser-Busch's aggressive advertising campaign has targeted more than who they bargained for. Through A-B's catchy advertisements, they have attracted customers other than the 21+ age group, and recreational drinkers.
It is the opinion of many researchers that Anheuser-Busch is negligent in their advertising, and insists that changes need to be made. Through proper regulation of their advertising, consumers would be allowed to make choices free of media persuasion.
Situation Analysis
Environment:
Cooperative
Anheuser-Busch Companies, Inc. continually seeks opportunities to maximize shareholder value and increase efficiency. As noted in the Annual Report for 1999, Anheuser-Busch remains focused on three major objectives to enhance shareholder value:
? Increasing per barrel profitability which, when combined with continued market share growth, will provide solid long-term earnings per share growth.
? Profitable expansion of international beer operations by building the Budweiser brand worldwide and making selected investments in leading brewers in key international beer growth markets. The company has made significannot
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 significannot