Business Case Studies, Brands & Branding and Private Labels Case Study, SABMiller, Turnaround strategies

print page
Tell A Friend

Case Categories

Brands & Branding and Private Labels Case Study

Case Title:

SABMiller's Miller Brand in US: The Turnaround

Publication Year : 2006

Authors: Nusrat Jahan Maldar, Sumit Kumar Chaudhuri

Industry: Beverages


Case Code: BBP0068

Teaching Note: Available

Structured Assignment: Available

Buy This Case StudyOR

South African Breweries (SAB), a beer and other cold beverages manufacturer, has a near total monopoly in its domestic market. SAB commenced its global expansion only in the mid-1990s after the installation of a democratic government in South Africa. While making efforts to gain a foothold in the US, the world's most profitable beer market, SAB acquired the country's second largest beer maker, Miller, in 2002. Miller was a declining US brand having continuously lost market share to its competitor and market leader Anheuser-Busch throughout the 1990s. The new company SABMiller, brought in Norman Adami, a veteran SAB executive from South Africa to revive the Miller brand.

Pedagogical Objectives:

    To discuss the turnaround strategies of SABMiller under Norman Adami.

Keywords : Turnaround strategies; Norman Adami; Anheuser-Busch; Brand image; Brand building; Organisation culture; Marketing strategies; Philip Morris Altria Group; South African Breweries (SAB); Miller Lite; Bud Light Budweiser; Beer market in the US; Restructuring / Turnaround Strategies Case Study; Promotion and distribution strategies

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501203, Telangana, INDIA, E-mail:

©2020-2025 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap