B. SWOT Analysis:
STRENGTHS:
1. The advantage of existing production line with nearly 30 years experience in producing high quality light lager.
Amstel® is one of the two principal international brands of the world leading brewer Heineken. The company was the first importer to introduce light beer since 1980, leading American light beer revolution with delicious Amstel Light® which has only 3.5% alcohol content and 95 calories – 35% fewer calories than regular lagers. Hence, the company has ample of experience and technique in producing and improving quality of light beer. This above condition strongly enhances the company in providing a new product line that is specially designed for ladies, meets the requirements for a beautiful and
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2. The salient “low alcohol content” and “fruit favor tasty” features of a light lager for ladies may appear unfavorable to a number of women who enjoy the original taste of regular alcohol drinks.
With the purpose of providing a beer that appeal to ladies, Amstel Light for Ladies emphasis in the unique points of “low alcohol content”, “low calories” and “fruit favor tasty”. However, this may be appear in the mind of some women that this kind of light beer can not satisfy their thirst for a delicious original taste of regular alcohol content drinks. Therefore, the company has to produce a wide range of choice to maximize the customization to different customers in the targeted segment. The product line is ranging from non-alcoholic beer with various juicy flavors to low alcohol content beer with pure original taste.
OPPORTUNITIES:
1. The size of target market segment has increased significantly recently and will become even bigger in the future.
Thanks to the women liberation, women nowadays get higher education and play more and more important roles in society. The female employment worldwide, especially in Asia Pacific region not excluding Vietnam, becomes dramatically as large as the male and numerous of women did successfully in their careers. Therefore, many entertainment channels have not been the privilege of men anymore, including beer. Moreover, most of barriers to
The author chooses t0 write the report about Anheuser-Busch’s Bud Light because it is the best-selling beer in the world. In this report the author has outlined in detail the current status by using the SWOT and PESTLE analysis of the company Anheuser-Busch
It is incredible how advertisements can lure an audience into trying out their products. Certain advertisements and commercials may seem simple, but at the same time, those are the ones that people remember and talk about. When people think about beer advertisements, they usually remember the ones like this one because it demonstrates things that people want. This advertisement shows how BudLight is interconnected with Paradise and makes people remember the picture. The luxurious aspect of this ad and the
They should definitely introduce a light beer. This would allow the company to gain younger consumer as well as females who are more apt to drink like beer.
4. Maintain brand equity with the distinctive bitter flavor and slightly higher-than-average alcohol content of Mountain Man Lager.
Using clever and borderline juvenile material Bud Light has seen much success in their targeted consumers in American males of the ages 18-49. With great success we believe Bud Light has the potential to increase its reach and share by advancing marketing opportunities to females and exploiting their other product lines. In doing so Bud Light must take a different approach from its perceived masculinity to an all-around and more suitable approach to our female audience.
Boston Beer Company (BBC) has enjoyed much success with their craft beers with Samuel Adams as their main focus. Being the leader of this segment, overtopping five of their competitors combined (Exhibit 1), the company now must decide how to take advantage of the light beer market. Boston Lightship, their current light beer, had been a small contributor in BBC’s product line. Currently, it is facing dwindling sales with product volumes down from 12 000 cases per month to 3000 cases per month.
Fermentation is undoubtedly the most important stage to achieve the taste of the beer, because while sugar transformation into alcohol and carbonic gas takes place, yeast produces other substances in very small quantities, which are responsible for the aroma and flavor of the beer. The development of chemical analysis procedures that took place during recent years allowed a more comprehensive understanding about beer composition. It is therefore during the fermentation process that the beer style is created. This process normally will take a month.
So what makes one beer more interesting than another? It begins with the brewer, choosing ingredients, mixing flavors, and making subtle changes.
According to Boston Beer Portfolio (1997) showing that Boston Lager and Seasonals have grown by 5% and 10% respectively since 1996. Moreover, if we take a look at Exhibit 7 showing men preferences over regular beer we will see that 45% of weekly servings are SAM (Boston Beer Product). People may rely on their past experience of drinking regular beer by BBC and take a chance to try light beer by the same company, switching from Bud and Amstel to Lightship.
Competitive brewers will introduce newer styles of beers to meet beer drinkers’ new preferences, more specifically lighter beers. However, both styles will be kept under the same brand
Although the message is compelling, it is not that unique one, because a lot of other beer position as a refreshing beer for summer time.
Belgium is home of the finest ales and have been known to brew for centuries. So when Jeff Lebesch, an electrical engineer from Fort Collins, Colorado took a bicycle trip through Belgium it made him realize there may be a market back home to sell Belgian-style ale. Jeff returned home with hopes to experiment and brew his own beer in his basement from the various ingredients he received on his trip. When his friends approved of the ales he started marketing them to the local town. He later opened New Belgium Brewing Company in 1991. His wife, Kim Jordan was the company’s marketing director. They named their first brew “Fat Tire Amber Ale” after Jeff’s
Beer has a long history. In 2000 B.C.E., Sumerians had prepared eight different beer types, ranging from “strong,” “red brown,” and “good dark” (Mauk, 2013). Breweries have created their own recipes, brewed their own beers—some with alcohol, some without. Over the past few years, craft beer gained steady market share away from the national and international breweries (Murray & O 'Neill, 2012). Separating one beer from the next is the product itself, and what the product has to offer. Competition is ferocious due to more informed, sophisticated consumers, as well as globalization and the spread of technology (Murray & O 'Neill, 2012).
Anheuser-Busch Inbev is one of the largest breweries in the world. “Currently, Anheuser-Busch InBev has a product list of more than 200 beers, including global best-sellers Budweiser, Stella Artois, Beck’s, multi-country brands like Leffe and Hoegaarden, and strong “local jewels” such as Bud Light, Skol, Brahma, Quilmes, Michelob, Harbin, Sedrin, Cass, Klinskoye, Sibirskaya Korona, Chernigivske, and Jupiler, among others that have helped to make the company so successful. In addition,
According to What is SWOT Anlysis (2011), SWOT analysis is an analysis used to identify the internal factors (strengths and weaknesses) of the company as well as external factors (opportunities and threats) of the company.