Anheuser-Busch Companies, Inc Marketing

Table of Contents

Executive Summary 4

Mission Statement 5

Organizational Structure 5

Marketing Objectives 6

Situational Analysis 7

Developing a Marketing Strategy 8

Societal, Ethical, and Consumer Issues 9

Consumer Analysis and Target Market Strategy 10

Product Planning 13

Distribution Planning 15

Promotion Planning 16

Price Planning 16

Integrating and Analyzing the Marketing Plan/Revising the Marketing Plan 17

Conclusion 19

Executive Summary

Anheuser-Busch Companies, Inc. would like to introduce a new marketing plan for Budweiser for the following year. As members of the company we are proud of introducing new innovative ideas that can maintain this company on the top of the list in leading brewing company around the world. We feel that our company needs to always maintain a positive and fresh attitude when dealing with new marketing and planning ideas. In this marketing plan we feel that it will keep Anheuser-Busch Companies, Inc. the top brewing company in the world and we are so assure of it that we are anxious to present this plan to all of our staff, and we are sure to receive positive support and feedback.

Mission Statement

As a company whole we wish to provide the leading brand in beers throughout the nation. Our mission for the coming year is to increase our standards and increase both sales and marginal revenue. Budweiser is making all efforts into providing a unique and satisfying product for our consumers. We strive to always maintain our top position amongst our competitors.

In the following year we plan to evolve and become by far the top brewing company in the nation. We want to maintain and reassure our consumers that we hold a very strong American brand.

Our goal is to communicate our mission to our entire staff. We want everyone to be informed of our company goal in order to better our company brand and loyalty. Letters will be sent out to all of our staff and board meetings will be held. By working together we can accomplish our goals and allow ends to be met.

Organizational Structure

Our current organizational structure consists of a divisional structure. Anheuser-Busch Companies, Inc. are very large we are geographically dispersed, and we produce a wide range of goods. Like all organizational structures there are strengths and weaknesses that follow this structure. A major strength of this structure is that it improves decision-making. This seems to remain very true for us in fact it has help us maintain our top position in the world. Secondly, it fixes accountability for performance. This has proven to be true for our company for years. Lastly is has allowed us to increase coordination of functions which has allowed us to remain well organized. Some of the weaknesses are that it is hard to allocate corporate staff support, a result of loses in some economies of scale, and it fosters rivalry among divisions. Regardless of the weaknesses we have been still able to maintain our top position as the number one brewing company in the world.

Anheuser-Busch Companies, Inc. consists of strategic business units. We have a product line of over 30 different beers including Budweiser, Bud Light, Michelob, and Busch. Each has their self-contained division, product line, and product department. We have specific market focus and a manager with complete responsibility for integrating all functions into a strategy.

Each product line is tends to be seen as completely separate products. Our goal is to allow consumers to believe that each product is so unique that each product line can be seen as separate company owned products.

Marketing Objectives

Within the next year we plan to increase both our company brand image, and maintain our top position as the number one brewing company in the world. We plan to launch an extensive marketing plan that allows us to assure our consumers that we are the leading brand in the world and that we remain a strong American known and trusted brewing company. By reassuring our consumers of our strong name we believe that it will continue to provide and increase consumer loyalty.

Our top competitors are Adolph Coors and Miller Brewing Company. The brewing market is highly competitive. Since our company has maintained a strong brand name we have the confidence that our beer can overcome our competition and maintain our top position. We are putting all our efforts into continuing to increase market share and profits. We want to keep improving our company image and maintain excellent consumer loyalty.

In order to assure that our goals have been met we plan to measure our profits at the end of the year and compare them to the previous years. Surveys will be taken in order to provide us with information on customer satisfaction and to allow our company to reassure that we keep provide the leading brand name in beer.

Situational Analysis

Budweiser has untouchable strengths, few weaknesses, opportunities beyond belief and many threats facing its organization every day. The strengths we hold at Budweiser presently are unparalleled compared to our competitors throughout the world. The name value of Budweiser is world-renowned, as it has become leader in sport sponsorships, sales and recognition anywhere in the world. We provide a beer that can be enjoyed 365 days a year. Strengths also include our technological and financial resources that allow us to invest each and every business day and our reputation or image. Weaknesses that we face at Budweiser are: the large amount of competitors, the highly regulated industry we work in, the enormous amount of alcohol abusers and even ever changing market of fade dieters. Opportunities we hold are: our financial resources, our research and development department, and new/expanding world markets. Threats presently facing Budweiser are: cooperative competitor attacks, increasing government regulations, and our own