Anheuser Busch
Anheuser Busch
II. Situation Analysis
A. The Internal Environment
a. Identify marketing goals and objectives
b. Goals and Objectives are:
i. Consistent with mission, recent changes in external environment
ii. Current customer needs, wants, and preferences
c. Describe Marketing Strategy
d. Describe firm's current performance
i. Sales volume
ii. Market Share
iii. Profitability
iv. Awareness
v. Brand Preference
e. Describe current state of org resources
f. Cultural and structural issues
Our mission:
Be the world's beer company
Enrich and entertain a global audience
Deliver superior returns to our shareholders
Our values:
Quality in everything we do
Exceeding customer expectations
Trust, respect and integrity in all of our relationships
Continuous improvement, innovation and embracing change
Teamwork and open, honest communication
Each employee's responsibility for contributing to the company's success
Creating a safe, productive and rewarding work environment
Building a high-performing, diverse workforce
Promoting the responsible consumption of our products
Preserving and protecting the environment and supporting communities where we do business
INTERNAL ENVIORNMENT
Marketing objectives
Anheuser-Busch remains focused on three major objectives to improve shareholder assets. Their first goal is to increasing per barrel profitability. The second is to expand international beer operations. Their goal of doing this is to build recognition outside the United States. Breweries in China and the United Kingdom are built by now and running. There last objective is to continue to support of profit growth in packaging and entertainment. Proper packaging brings cost savings and assures the quality for there...
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