Содержание
As the market researches show, 17 brands of AB InBev have an estimated retail sales value of one billion dollars. This company has a well-defined “Focus Brand” strategy. The main idea of the strategy is to choose a limited amount of the most perspective brands and push it forward to the market. The results show that this kind of marketing strategy drove a sustainable volume growth ahead of the industry. (Focus Brand volumes grew 1.5% in FY12).
Company takes innovations as a source of keeping its leading position in the market.
In the year 2014 AB InBev spent 217 mil USD to research and development (2013: 185 mil USD). Some part of this sum was spent to marketing research, but the major part was spent to innovations in process optimization and product development
Выдержка из текста
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). Company operates is 6 geografical zones: Europe, Latin America South, Latin America North, Mexico, North America, Asia Pacific. Company has 155 000 workers worldwide. AB InBev has its business units in 25 countries and sells its products more than in 100 countries . In the year 2014 InBev realized 47.1 billion USD revenue .
AB InBev have strong corporate culture which defines its strategy, motivates its employees to perform they best and drives company to be the lider in the market.
Список использованной литературы
Под текстом указаны все ссылки на использованные ресурсы.
http://www.npr.org/blogs/money/2013/02/19/172323211/beer-map-two-giant-brewers-210-brands
PRESS RELEASE http://www.ab-inbev.com/media/global-press-releases/archive.html
PRESS RELEASE Brussels, 25 April 2013 – 1 / 2, Grupo Modelo Mergers Effective; Anheuser-Busch InBev to Launch Tender Offer in Coming Days http://www.ab-inbev.com/content/dam/universaltemplate/abinbev/pdf/press-releases/public/2013/4/558875.pdf
PRESS RELEASE Brussels and Hong Kong, 1 April 2014 – 1 / 4 Anheuser-Busch InBev Completes Acquisition of Oriental Brewery Cass to become Official Beer Sponsor of the 2014 FIFA World Cup BrazilTM for South Korea http://www.ab-inbev.com/content/dam/universaltemplate/abinbev/pdf/press-releases/public/2014/4/604218.pdf
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