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 products, while entertainment enhance the company public image.

Marketing Goals

Marketing Strategy

The company's most important technique is target marketing. Anheuser-Busch sponsor's events and runs advertising specifically aimed at all sorts of consumers: blacks, whites, blue-collar workers, computer-buffs,