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Market Analysis of Anheuser Busch

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Marketing and Product Objectives

Anheuser Busch is the market leader in brewing industry and has a great number of beer brands, which includes three global flagship beers. Besides the absolute leading position in brewing industry, expanding market shares, especially in markets like United States, is one of the most significant marketing objectives, because there are still many direct competitions. As an innovative enterprise, demanding consumers and abiding by governmental regulations are Anheuser Busch's primary marketing objectives, while it wants to keep up with the latest trends in brewing industry by establishing distinctive corporate image. Anheuser Busch devotes itself to reducing direct material in manufacturing and using bio-degradable bottles to shoulder greater social responsibility and promote a new awareness that it is not just a beer company.

Complying with its marketing objectives, Anheuser Busch concentrates on producing environmentally friendly products. Its main product is beers, but Anheuser Busch wants to make it distinctive in following aspects. Firstly, its products must have a great taste so that it could meet consumer's demands. Secondly, its products should utilize environmentally friendly ways of manufacturing, using bio-degradable bottles and reducing direct material. Consequently, its products could create and promote awareness of sustainable development and green economy. Thirdly, its products should generate increasing profits, which is part of short term goals, and support its further growth and development.

Target Markets

As the market leader in international brewing industry, the target markets of Anheuser Busch should be the global brewing market and it has various kinds of beers to meet international demands. However, the brewing markets in advanced countries seem more significant for Anheuser Busch.

Primarily, these markets have greater market size and contribute to the relatively larger proportion of profits. For instance, people in advanced countries have a higher level of income and purchasing power, so they are inclined to purchase more high-quality beers. Moreover, people in advanced countries have higher living standards, and they pay more attention to the quality of beers and deem more highly of the environmentally friendly ways of manufacturing. Consumers in advanced countries, such as in United States, prefer to choose healthy food and demand a beer with "full flavor". In actuality, there are more competitors in advanced markets and it makes harder to preserve the leading position. So, Anheuser Busch would like to take distinctive methods of marketing and manufacturing to establish and maintain its corporate image.

In detail, the target consumers are those want to drink beers and simultaneously care about environmental conservation. These target consumers may be aware of the significance of corporate social responsibility and praise corporations to support communities. At the same time, these consumers always pay close attention to their health and accordingly ask for healthy beers.

Of course, markets in developing countries are also indispensable to its international strategies because emerging economy could bring about a large amount of demand and provide broad space for development.

Points of Differences

The most obvious point of differences reflects on the container of beers because Anheuser Busch uses a new style of bottle and selects bio-degradable bottles rather than modern glass, plastic or aluminum, which could lead to environmental problems.

Then, the next point of differences is the taste of the beer. Anheuser



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