广东食品药品职业学院
毕业论文
Marketing plan for Budweiser
毕 业 生 姓 名 李丹霞 毕 业 生 学 号 113811103017 毕 业 生 班 级 13中澳药品经营与管理3班 专 业 名 称 药品经营与管理专业（中外合作办学） 所 属 系 国际交流学院 指 导 老 师 罗赛男 论 文 提 交 时 间 2016年05月
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ABSTRACT：
With the rapid development of Chinese national economy, Beer industry enters rapid integration stage. Domestic brand’s Tsingtao, Yanjing, Huarun layout strategy in Chinese resources, which shares low-end 80% market. Budweiser, Carlsberg, Heineken seize the 20% high-end market. Although Budweiser has certain advantages in 20% high-end market, has weakness share in low-end market. Currently,
Budweiser’s purpose is how to effectively use the mix strategies to improve share in the high-end market and develop low-end market. In price strategies, in order to increase Budweiser’s sales, by building up local factories to reduce costs, giving quantity discount for purchasing enough beers and receiving cash back for whom praises products online. In products strategies, to improve Budweiser’s character to meet different customers’ satisfy , Budweiser can increase a variety of capacity of bottles, add new packages colors and purchasing low-end beer factories to put out local beer brands with local cultural to diversify product structure. In promotion strategies, Budweiser cooperates with McDonald’s and KFC to launch discount beer and fried chicken package, and have comment awareness in advertising, which enhance Budweiser’s visibility; also extend Guangdong’s marketing share by sponsoring 2015 Guangdong’s province sports; and cooperate with supermarket, supermarket will give free shopping bags, cups and umbrellas with the Budweiser logo through buying enough special goods, which improve customers’ awareness。 Budweiser uses the 4p to expand marketing share and improve sales.
KEY WORDS:
External analysis,Internal analysis and SWOT analysis
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Table of Contents
1. Description ................................................................................................................. 4
1.1 Company background ....................................................................................... 4 1.2 Customer base ................................................................................................... 4 2. Objective .................................................................................................................... 4 3. Environment analysis ................................................................................................. 5
3.1 External analysis ............................................................................................... 5
3.1.1.1 Political................................................................................................ 5 3.1.1.2 economy .............................................................................................. 5 3.1.1.3 Society ................................................................................................. 6 3.1.1.4 Technology .......................................................................................... 7
3.2 Competitor analysis ................................................................................................. 7
3.3 Internal analysis ................................................................................................ 8
3.3.1 Market segmentation ............................................................................... 8 3.3.2 Targeting market analysis ..................................................................... 10
4. SWOT analysis ........................................................................................................ 11
4.1 Strength ........................................................................................................... 11 4.2 Weakness ......................................................................................................... 12 4.3 Opportunity ..................................................................................................... 15 4.4 Threat .............................................................................................................. 16 5. Conclusion ............................................................................................................... 17
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1. Description
1.1 Company background[1]
Budweiser is one of the world famous beer brands, which was born in 1876 in American. It is the founder of Adolphus Busch. The company’s headquartered is in Saint Louis City of American Missouri. Budweiser has developed its pure taste in the hundred years, and depend on excellent quality to win the favor of consumers around the world, as the world's most popular, sales of the largest beer, it has long been known as \China officially entered the beer market in 1995. Budweiser with its excellent quality is to occupy the absolute dominant position in the super premium beer market.
1.2 Customer base
Budweiser’s customer has been focused on the one, second line cities and the developed coastal cities, such as Beijing, Shanghai, Guangdong, and Zhejiang etc. The people who are in these cities has higher level consumption, they will be more willing to consumption high-end beers. These customers are the 18~35 years’ old young and middle age males, they have more working pressure and prefer to have relax lifestyle, what’s more male prefer sports to female. These males appear in public occasions, such as bar, disco, they want to drink high quality and high-end brand beers to show their position in society.
2. Objective
Budweiser wants to seize the highest beer market share in Chinese. In 2014, Budweiser sales is 714.12 million liters in china, compared with the 2013, its’ Sales has grown 6.3%, and have 15.9% of market share. Budweiser market share in China can be reached 16.8% after the acquisition of subsidiary (Kim Se-hundred, Big
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