Anheuser Busch Mergers

Anheuser Busch’s international strategy is to someday ultimately obtain full competitive advantage in the beer industry within their international markets. According to Anheuser Busch InBev’s website, their utmost goal is to develop a strategy that empowers them to “compete effectively on a global basis” (Our Business). Anheuser Busch has had many successful mergers in the past, such as acquiring Grupo Modelo back in 2013 and InBev back in 2008. With both of the previously mentioned mergers, Anheuser Busch is now the most supreme beer company in the world; “the company’s portfolio contains five of the world’s top-10 selling brands of beer, and has 17 brands with retail sales over $1 billion” (Kudla 2014). Contrary to popular belief, Anheuser

Their ultimate goal is to “concentrated on driving the brand health and top-line growth of our Focus Brands” (Our Business), this means that they’re not just driving brand health in the United States, but also in their international markets as well. It would be crucial for Anheuser Busch to do this in order to make sure that their international presence is felt and constantly at the top of the beer industry. Anheuser Busch has two different categories under their Focus Brands, the first category is their Global Brands which are “Budweiser, Corona and Stella Artois” (Brand Strategy). The other category is International Brands, which includes “Beck’s, Hoegaarden and Leffe” (Brand Strategy). Both Global and International Brands are key players for Anheuser Busch if they want to ultimately rule the beer

The leading market positions are an important part of the international strategy for Anheuser Busch because “Our focus markets include the U.S., Brazil and Mexico, where we hold the No. 1 share, and China, where we are No. 3 and growing within the total market and No. 1 in the premium segment. Our balanced footprint in both established and fast-growing developing markets contributes to long-term growth and profitability.” (Our Business) this is the prime strategy that Anheuser Busch has for their international business operations. Being the leading market positions in the beer industry comes with a lot of press, both good and bad, but it also comes with a lot of social and cultural responsibility. Anheuser Busch international strategy must contain sustainability, which is “meeting the needs of the present without compromising the ability of future generations to meet their own needs” (Daniels 414). This is a critical strategy for Anheuser Busch because it means that more environmental and cultural resources are being used than needed in the present, which means that the future generation of the company may not have the same resources to make beer with as they use