Compares Anheuser Busch & Heineken Breweries

The beer industry is one of the most competitive in the world, and the competition is seen best in America. It is estimated that some 700 companies that once manufactured beer have gone out of business in the last 50 year. Those companies that are surviving are doing so by a combination of innovation, cost control, marketing, developing new strategies and utilizing technological advancements in every step of the manufacturing process from ingredient purchasing through brewing, bottling, and distribution. The industry statistics for the American beer industry include:

Number of OnPremise Outlets 258.526

Number of OffPremise Outlets 201,477

Source: Statistical Abstract of the United States

The American beer market today is typified by a combination of heavy discounting of famousname beers and the introduction into various distribution channels of highpriced specialty beers. This suggests that the big brands such as those produced by AnheuserBusch (Budweiser, Bud Light, Busch and Michelob) are having to fight harder to maintain their competitive lead. Budweiser, which accounts for more than half AnheuserBusch's $11 billionayear in revenues, has seen its share of the market drop to some 45 percent, still substantial enough to make it t

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logy to remain competitive. Profile of AnheuserBusch AnheuserBusch is one of the world's largest brewers with operations in some 60 countries and has the largest market share in America, currently some 45 percent. Worldwide AnheuserBusch beer brand sales have increased substantially since 1976, when it instituted a strategy of joint venturing with various smaller brewers in various countries. In 1997, the company saw $11 billion in sales, and a sales growth of 1.7 percent. Approximately 25 percent of its sales revenue comes from operations of its theme parks including Busch Gardens. As part of a restructuring, the company sold its ball team, The St. Louis Cardinals, and also divested its interest in snack foods and baked products, focusing instead on beer development. The company has a solid distribution sales force around the world, and most of the major strategic decisions come from its St. Louis headquarters, where the great grandson of the founder, August A. Busch III serves as president and chief executive officer. AnheuserBusch's share of foreign equity partners' barrelage, increased 2.0 million barrels, or 7.5 percent, to 28.8 million barrels for the second quarter 1998, giving a positive confirmation to the comp
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Approximate Word count = 1637
Approximate Pages = 7 (250 words per page)