Marketing Strategy of Bud Light

3687 Words Jan 26th, 2011 15 Pages
Marketing Strategy

Anheuser-Busch’s

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Table of Content

1. Summary 1

2. Introduction 1

3. SWOT Analysis 1

3.1 The SWOT analysis of Anheuser-Busch 2

4. PETSLE analysis 3

5. Competitors 5

6. Unique Selling Proposition (USP) 5

7. Segmentation Targeting and Positioning 6

8. Company’s objectives - SMART 7

9. Marketing Mix 4P’s 7

10. Possible Strategies for Anheuser-Busch in General 9

11. Conclusion 9

I. Appendices II. References III. Internet resources

Summary

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
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• The demand of American beer has been increased in Europe, Asia and South America. • Fast growing populations in developing countries. • There is a change in consumers’ preferences in terms of drinking beer in stead of drinking wine, i.e. in Latin America. • Consumers want to be more nutrition-conscious and the desire for low-calorie products is growing.
Threats
• There has been an increase in federal excise taxes on alcohol beverages. • International breweries are expanding into the USA. • The awareness of alcohol consumption can be harmful to personal healthiness and society (drunk-driving, violation etc.) may have unfavourable effects on beer companies. • According to AlixPartners LLP new study, 89% of the U.S. consumers plan to spend less or the same on alcohol beverages. To be more accurate, 26% of the respondents would spend less on beer. This would be a lost of estimate $ 3.5 billion in revenue.

PETSLE analysis

PETSLE stands for P-Political E-Economic T-Technological S-Sociological L-Legal E-Environmental

Political regulations
In the United States the beer industries are regulated by the state and the federal governments. The state and the federal government pass their opinions in term of production, advertisement, distribution,

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