Anheuser-Busch originated back to the Bavarian brewery which was established in 1852. Eberhard Anheuser obtained the Bavarian brewery in 1860 and renamed it E. Anheuser & Co. Four years later, his son-in-law, Adolphus Busch, united with the company to create what is known today as Anheuser-Busch. Anheuser-Busch is the world's leading brewer in beer producing two of the world's most infamous beers, Budweiser and Bud Light. More so, Anheuser-Busch operates 12 breweries in the United States and is 2 breweries internationally, thus allowing shipments for distribution to its wholesalers, independent wholesalers, and overseas. (Anheuser-Busch Companies, Inc. 2007).
As the leader in the beer industry producing more than 60 different beers and holding selling rights too many other popular beers, Anheuser-Busch has reached the opportunity to sell domestically and globally. This paper will discuss the high-level domestic and global environmental factors that may impact Anheuser-Busch's marketing decisions, explain how technology impacts Anheuser-Busch's marketing decisions, and analyze the importance of social responsibility and ethics as related to Anheuser-Busch's organization's marketing.
Global Marketing is defined by the American Marketing Association as "A marketing strategy that consciously addresses global customers, markets, and competition in formulating a business strategy. Whereas, Domestic Marketing is defined by Wikipedia as "A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market. Products and services are developed for customers in the home market without thought of how ...