Business Case Studies, Competitive Strategies Case Study, Anheuser-Busch,Brewing a Fresh Image

print page
Tell A Friend

Case Categories

Share |

Competitive Strategies Case Study

Case Title:

Anheuser-Busch: Brewing a Fresh Image

Publication Year : 2006

Authors: Mr. Philip Anil Kumar, Ms. Mridu Verma

Industry: Beverages


Case Code: COM0132P

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Anheuser-Busch is a leading American brewer with 50% market share. It offers 30 beverages in the US beer market. Budweiser, Bud Light, Michelob, Bacardi are some of its well-known brands. However, in 2004, Anheuser-Busch's revenues seemed to have stagnated as the US beer industry saw flat consumption trends, decline in volumes and higher costs. Beer's share of the US alcoholic beverage market had declined. The case study discusses how Anheuser-Busch used innovative advertising to enhance the image of the beer, create brand awareness among consumers and to differentiate their products in the beverage market.

Pedagogical Objectives:

  • To discuss the dynamics of the US beer industry
  • To discuss the strategies adopted by Anheuser-Busch to make a comeback.

Keywords : Anheuser-Busch; Brewing industry; Competitive Strategies Case Study; Light beer; Changing beer market; Spirits; Budweiser; Bud-Light; SABMiller; Speciality brewers; Grolsch; Adolph Coors; Grupo Modelo; Corona; Bacardi

Contents : 
Background Note
Changing Market Scenario
Effect On Anheuser-Busch
Market Competition
Turn Around Strategy
New advertising strategy
Major beer companies in the U.S.

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • Jeff GeeJeff Gee

    Speaker and Author
    Speaks on Competing for Customers
  • John P KotterJohn P Kotter

    Konosuke Matsushita Professor of Leadership, Emeritus at Harvard Business School.
    Speaks on Leadership
  • Geoffrey MooreGeoffrey Moore

    Managing Director at TCG Advisors and a Venture Partner at Mohr Davidow Ventures.
    Speaks on Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Telangana, INDIA,, Fax: 08147-236653,E-mail:

©2003-2010 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap