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Budwieser

Executive Summary Anheuser-Busch Companies, Inc. continually seeks opportunities to maximize shareholder value and increase efficiency. Through their extremely effective marketing strategies A-B has gained control of over 47% of the global market share. In the process of doing this, Anheuser-Busch has become one of the most recognizable trademarks. This is not without its faults though. Anheuser-Busch¡¦s aggressive advertising campaign has targeted more than who they bargained for. Through A-B¡¦s catchy advertisements, they have attracted customers other than the 21+ age group, and recreational drinkers. It is the opinion of many researchers that Anheuser-Busch is negligent in their advertising, and insists that changes need to be made. Through proper regulation of their advertising, consumers would be allowed to make choices free of media persuasion. Situation Analysis Environment: Cooperative Anheuser-Busch Companies, Inc. continually seeks opportunities to maximize shareholder value and increase efficiency. As noted in the Annual Report for 1999, Anheuser-Busch remains focused on three major objectives to Increasing per barrel profitability which, whenƒáenhance shareholder value: combined with continued market share growth, will provide solid long-term Profitable expansion of international beerƒáearnings per share growth. operations by building the Budweiser brand worldwide and making selected investments in leading brewers in key international beer growth markets. The company has made significannot
marketing investments to build Budweiser brand recognition outside the United States and operates overseas breweries in China and the United Kingdom. The company also has a significannot
equity position in ƒáGrupo Modelo, Mexico¡¦s largest brewer and producer of the Corona brand. Continued support of profit growth in packaging and entertainment operations. Packaging operations provide significannot
efficiencies, cost savings and quality...