Situation Analysis

1
(No Transcript)
2
Situation Analysis

• Market Share
• Anheuser-Busch leads U.S. with a market share
  just shy of 50
• Gross profit was almost 5 billion in 2001
• Spent 722 million on advertising in 2001

3
Situation Analysis

• Promotions
• Promotes its brands through extensive sponsorship
  of the worlds premier events
• NASCAR
• 2002 World Cup and Winter Olympics
• Memorable ad campaigns

4
Marketing Goal

• During our planning period, we expect our total
  dollar sales to increase to 13 billion.
• This would include selling 100 million barrels at
  130 a barrel.
• Our profit would be 5 billion.
• We would secure a market share of 50.

5
Marginal Goal

• Where We Stand
• Anheuser-Busch (Budweiser) already has an
  incredible hold on the current market.
• Our company symbols have been noted numerous
  times for being the most recognized in the
  country.

• Our goal is to maintain
• the current success, not
• to saturate the market.

6
Marketing Strategy

• Distribution Channels
• Currently, 600
• wholesalers distribute
• 62 of its U.S. volume.
• Distribution, unlike your competitors, is done
  exclusively with only your products.
• Use secure internet and satellite TV to
  communicate needs of wholesalers quickly.

7
Marketing Strategy

• Advertising Budget- If it aint broke, Dont fix
  it!
• Due to our history of strong competitive
  advertising success, we plan to continue our
  tradition of excellent advertising.

• We will use a
• similar advertising
• budget as we have
• in years past.

8
Marketing Strategy

• Advertising Budget
• Using Percent-of-Sales to calculate this years
  budget, we plan to spend about 5.7 of our
  projected total sales on advertising, which is
  approximately 740 million.

• Last year we spent 722
• million our increased spending
• reflects the same percent-of-
• sales ratio as last year, but we
• expect an increase in total sales
• this year.

9
Marketing Strategy

• Target Market
• Male
• Age 22-39
• Fully Employed
• Estimated Size of the target market
• 2.5 million people

10
Marketing Strategy

• Planning Period
• Our planning period is for one full month of
  June.
• Beer Sales prove to be highest in the summer
  months.

11
Thank you Budweiser

• We hope to have the opportunity in working with
  you and continuing to set the high standards that
  have kept you ahead of the pack!

12
(No Transcript)