Конкурентные преимущества компании ABInBev

ABInBev - бельгийская группа компаний, которая занимается распространением самых известных мировых брендов пива.
В презентации: описание и история компании, ее структура и маркетинговая стратегия, инновационные технологии, ответственность компании перед обществом (т.к. продукция алкогольная).
Вся работа на английском языке. За дополнительную плату есть возможность перевода на русский.
Защита: Высшая школа экономики в Праге, Чешская республика. Оценка: 20 баллов (из 20) ...

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

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.

The company has to find her own working style, which will also take into consideration specific abilities, aims and resources. Marketing has a key role in strategic planning. It can give a necessary information for making such plan. At the same time strategic planning defines the role of marketing in the company. By following the strategic plan marketing services work for the main company’s aims together with another departmens of organization. Marketing strategy is a huge comlex of the main principes, together with the concrete aims of marketing in a long-time period and for each company it is different. In our presentation we would like to show the main marketing strategies of AB InBev. Structure of brands (Goods policy)4184650527050As 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). The table below shows that 6 of AB InBev brands are in the top 10 brands for the beer category. As for the global brands AB InBev works for “Budweiser”, “Stella Artois”, “Beck’s” and “Corona”.The company invests also to companies, which have a growing potential to be global brands (as the four mentioned above): “Leffe”, “Hoergarden”, “Bud Light”, “Skol”, “Brahma”, “Antarctica”, “Quilmes”, “Michelob Ultra”, “Harbin”, “Sedrin”, “Klinskoye”, “Sibirskaya Korona”, “Chernigivske”, “Hasseroeder” and “Jupiler”.The company started its work with “Budweiser”, which is the great American lager. The newest member of AB InBev focus brand portfolio is “Corona”, which is now number 1 beer brand in Mexico. “Corona” stands alongside “Budweiser” as one of our global flagship brands. Next, “Stella Artois” is a brand of supreme quality and worth. Its brewing heritage dates back to 1366 in Leuven and is available in nearly 100 countries worldwide. It is the No. 1 selling Belgian beer. The fourth global brand is “Beck’s”, stands for ‘Superior German Quality’. “Beck’s” is a classic, refreshing lager beer with a distinctive character. It is the No. 1 German beer in the world, distributed in more than 80 countries worldwide.Main competitors.There are lots of companies in each market in the modern world. So, to survive on the market and attrackt the largest amount of consumers, companies have to think out new marketing strategies, which will become a competitive advantage. AB InBev is the biggest beer production company in the world, as it is shown in a table above. But at the same time it has also big competitors, which make AB InBev create new marketing strategies to hold its position on the world beer market. The main competitors are:SAB Miller (UK). SABMiller is in the beer and soft drinks business, bringing refreshment and sociability to millions of people all over the world who enjoy our drinks. This company produces more than 200 different kinds of beer. They also have internationally famous beers such as “Peroni Nastro Azzurro”, “Pilsner Urquell”, “Miller Genuine Draft” and “Grolsch”. The company is on the second place of Johannesburg stock exchange.Heineken (Netherlands). Heineken is a brand No. 1 in Netherlands, it is a part of Nigerian Breweries Plc. Nigerian Breweries Plc has a rich portfolio of high quality brands: “Star Lager Beer” (the first in its portfolio), “Gulder”, “Amstel Malta” and other. “Heineken” was relaunched into the Nigerian market in 1998. The Company currently exports to the United Kingdom, European Union and the West African sub-region. Carlsberg (Denmark). The Carlsberg Group is the fourth largest brewer in the world. It has more than 140 different beer brands. The company also gives more attention to international (global) brands. Their business is focused in Western Europe, Eastern Europe and Asia, where they have strong market positions.Snow (China). The biggest beer company, which is situated in China. Most of the products of this company is consumed in China. “Snow” brand is No.1 in this country. Existance of this company makes difficulties to another companies by entering the China market. They also export their products to another countries, but mostly in Asia.Looking at this companies, it is understandable that it is hard to save the first position on the beer market in the world. It makes AB InBev introduce new and serious strategies to continue competing with other companies.Marketing strategies.AB InBev tries to do their best by entering new strategies. We can devide them by two types: local and global marketing strategies. The local strategy we have already mentioned above. AB InBev invests to big local beer brands and help them with realisation and introducing its products. As an example we can describe the situation in England. Company “Stella Artois” has entered the new product on the market: cidre Stella Artois. AB InBev helps to promote this product. As the company’s review tells, for the first 12 weeks the part of the cidre got 16% of world premium cidres. Such innovation also helps in creation of a big megabrand “Stella Artois”. The company believes that this cidre can become one of the most popular new products in Great Britain. It receives many positive responses for the concept, branding and intoducing mechanisms. The main global strategy is to make the brand “Corona” a global one, by entering new markets with this product. The Corona brand family continued an excellent performance, which helped a drive growth in Mexico. Now this brand is introduced in Brazil, Argentina, Canada and China. Corona continues to be a strong favourite in Australia, Chile and Western Europe. The next stage of extending Corona sales is to enter markets of Asia Pacific region and Latin America with this product. The company outlines that Coronateam has a good toolkit, which make possible to effectively build this brand in the new market. Annual report.To prove that AB InBev has an excellent marketing strategy and works a lot to save its main position in the world market, we entered a part of an annual report to show the growth of the company. The table below provides a summary of perfomance if AB InBev (in million US dollar).-363855307975Table 2. AB InBev worldwide. Financial results 2014.Table 3.Summary the volume evolution per zone 2014. Table 4. Cash flows worldwide 2014From this table we can see an increasing cash flow. The company bands it with the economic growth in Mexico and increasing sales of the products there.InnovationsCompany 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 developmentAB InBev as the oldest alcoholic beverage company in the world, still finding quite creative ways to present itself on the market. Innovations are of different forms: specialty flavors of existing beers, new non-beer products. Innovation also comes by way of size and packaging advances.Table 5. Main Global Innovations from the year 2011YearProductEssence of InnovationResult201220132014- Lime-A-Rita- Straw-Ber-Rita- Cran-Ber-Rita - Mang-O-Rita- Raz-Ber-Rita Created new category: Our first product designed to be enjoyed over ice or in mixed drinks, to appeal to an expanded range of consumers.Straw-Ber-Rita was the most successful product launch of 2013.The Rita family is expanding the market for our brands, with many consumers switching to them from wine, hard liquor and other beverages.2013Harbin Cooling in ChinaWith essences of chrysanthemum and honeysuckle, in keeping with the Chinese tradition of cooling the “inner heat” from spicy foods.Is a popular complement to meal occasions2013Bud Light Platinum leading the way as our first beer in this innovative packaging.We began offering new recloseable aluminum bottles for some productsNew aluminum bottles have twist-off caps that make opening and reclosing easy. The bottles help beer get cold faster and stay colder longer — with a goal of delivering the freshest, coldest, best-tasting beer possible. Aluminum bottles also have a recycling advantage over glass.2013Series of spezcial coolers.In place of a standard refrigerated unit, each cooler has been created to highlight the attributes of a particular brand — with customized designs that echo the brand’s packaging and unique brand identity.The new coolers help our off-trade partners in supermarkets, convenience stores and other retail locations in countries such as Brazil, Argentina, Mexico, Russia and China to keep our beer as cold as possible while displaying products in a highly visible and effective waySource: official web page AB InBevAB InBev has Global Innovation and Technology Center (GITeC) in Leuven, Belgium to ensure that innovations are on global and local level at the same time. This innovative laboratory is focusing on packaging, product, and process development. In addition, company has similar laboratories located in each of 6 geographical zones.