Budweiser Company Report

Topics: Alcoholic beverage, Anheuser-Busch, Beer Pages: 11 (3923 words) Published: March 21, 2008
Anheuser-Busch Inc. is a strong and dominating company that is a leader in the beer market. They are a company that is rooted in values, ethics and sheer determination. Now lead by August A. Busch IV, CEO and president, Anheuser-Busch is continuing their reputation as one of the best in the business. What started out as a small brewery acquired by a German immigrant is now the company known as Anheuser-Busch which produces the two best-selling beers in the world. Adolphus Busch left Germany and arrived in St. Louis, Missouri in 1857. Three years later, Eberhard Anheuser had a Bavarian Brewery and renamed it E. Anheuser & Co. One year after that, Adolphus Busch married Eberhard Anheuser's daughter, Lilly. Busch then started working at his father-in-law's brewery in 1864. Almost exactly 100 years later in 1967, the St. Louis brewery was declared a National Historic Landmark. Like most immigrants, Adolphus came to America in search of a better life. Little did he know that his friendship with Eberhard Anheuser and their tag team effort with the small brewery in St. Louis would turn into a Fortune 500 company.

Executive Summary

Anheuser-Busch targets consumers who are interested in alcoholic beverages that provide the best taste and quality. Their targets are anyone from the lower class of society, all the way up to the upper class. They have a wide range of brands and beverages to offer that are appealing to each social class. They have mastered the art of branding so that at least one type of beer is the ultimate and premier beer for that individual consumer. Anheuser-Busch is a distinguished company that offers sexy and innovative products that have a strong image. Anheuser-Busch has developed and designed their products for consumers who are concerned or aware of their presentation. Even in the commercials, it always seems like there's a guy holding a beer with a bunch of girls around him, or it's a girl holding cocktail with a bunch of guys around her. Regardless of the situation, Anheuser-Busch's alcoholic beverages offer a sense of being ‘cool.' As earlier mentioned, Anheuser-Busch Inc. is headed by August A. Busch IV. They are also lead by Patrick T. Stokes. Stokes is the Chairman and CEO of Anheuser-Busch Inc., as well as Chairman of Anheuser-Busch International. Vice President and CFO of Anheuser-Busch Inc., W. Randolph Baker assists both Busch IV and Stokes in leading America's strongest beer and brewery company. August A. Busch IV is obviously the fourth generation of Busch to be the leader of Anheuser-Busch which was started by Adolphus Busch in 1880 when Eberhard Anheuser past away. Anheuser Busch is a company that started out as a small brewery in St. Louis and now leads the United States with a market share of around 50 percent and it doesn't stop there. Anheuser-Busch also owns about 50 percent of Mexico's best brewer, Grupo Modelo, the company responsible for brewing the world famous Corona brand. Anheuser-Busch is looking towards expanding their market share and with over $15 billion in sales in the year of 2005, as well as a 17.9% growth in one year of net income.

Current Marketing Situation
From a company that was founded over a hundred and fifty years ago, Anheuser-Busch has grown into a major supplier of not only beer and malt liquors, but now non-alcoholic beers, organic beers and even energy drinks. Anheuser-Busch is the parent company of Budweiser, Michelob, Busch, Natural, Rolling Rock and Tequiza. They also have spider webbed themselves in the beverage market with specialty beers such as Bud Extra, Bare Knuckle Stout and Anheuser World Lager and import beers such as Grolsch, Harbin Lager and Tiger Beer. Anheuser-Busch didn't stop there. They were able to identify the untouched market opportunities in Non-Alcoholic beers, Specialty Malt Liquors, Organic beers all the way down to Energy Drinks. With the modern day competition, Anheuser-Busch was and is...
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