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Bud Light Marketing Mix

Decent Essays
Anheuser-Busch “is among the global company’s largest and most technologically capable breweries” (About, n.d.). On Anheuser-busch.com, you can find a lot of information about the company and their products. The headquarters of Anheuser Busch is located at One Busch Place St. Louis, MO 63118 (About, n.d.). The most known beer families that they produce are the Budweiser and bud light Family. There are numerous brands that Anheuser-Busch produces aside from Budweiser and Bud light. Initial searching for Bud Light Company because most of my family is enthralled by this beer, and upon further researching the beer brand, it was surprising to find that it was actually owned and manufactured by another company, Anheuser-Busch, that also manufactured…show more content…
What this means is that their “facilities are organized around a product […]; they have long, continuous process” (Heizer, Render and Munson, p.284). The process is in continuous motion. Anheuser-Busch has a demand and a need to be continuous because they require high volume; “Budweiser and Bud Light, the company’s beers lead numerous beer segments and combined hold 46.4 percent share of the U.S. beer market” (About, n.d.). That is almost half of the entire beer industry is dependent on them. Anheuser-Busch have low variety- although this company has what can be seemingly a variety of products, there are very minimal changes other than slight changes to the recipe that differentiate each family of beers (National Geographic, 4:25, 2011). Meaning that the process is the same the ingredients are what differ. According to the text, “That is to be expected as the attributes change” (Showghi, slide 4,2016). It is still the same product in the end. Because they are producing only beer, they have high fixed costs and low variable cost, they are not making any drastic changes to their product keeping the input the same. Less skilled labor is not part of the equation in this instance; breweries are looking for people with high skills in…show more content…
They provide their consumers with programs that promote alcohol responsibility, “Anheuser-Busch Pledges $3 Million to Support NCAA Alcohol Education Grant Program” (NCAA, 2014). Some of their campaigns are “Good Sport”, this takes place in stadiums where people are asked to be a designated driver and be a “good sport”. Other campaigns are “Bud Light party code”, codes to help with responsible drinking and “TIPS” which stands for Training for intervention procedures (Beer Institute, n.d.). This helps servers and bartenders prevent the abuse and illegal use of alcohol drinking, as well as hailing a cab for drunken people. They also approach social responsibility by recycling, conserving water and conserving energy, “Clean Texas recognized the brewery as a bronze-level member[…]for achieving significant environmental results to ‘protect air, water and land resources in Texas.’”(Reliable Plant, n.d). By using these alternative uses, they are decreasing the greenhouse
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