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Anheuser-Busch: Factors of Success Essay

Anheuser-Busch:

Factors of Success

Anheuser-Busch is the largest beer-brewing facility in the United States with humble beginnings dating back to one small brewery in 1852.  This well-known brand name hosts a variety of brews, such as the Budweiser, Busch, and Michelob families.   Anheuser-Busch also boasts other specialty type drinks, non-alcoholic brews, and other malt liquor, such as Tequiza.  There are now twelve breweries, theme parks, and a long list of subsidiaries that are connected with the brand.  This is largely due to their financial stability and access to capital from all sources of revenue on the financial end of operations.  Managerial and competitive operations are both stable and unique at the same time with traditional loyalty on one end of the spectrum and constantly evolving marketing and advertising routes on the other.  This type of technological progress over the span of 125 years marks Anheuser-Busch as a model for a sustaining and sustainable corporation.

Anheuser-Busch utilizes many sectors in the market and sustains itself through its many subsidiaries and its mark on the marketplace.  Busch Entertainment Corporation is a large presence in the U.S. theme park niche with ten different parks, included is its namesake Busch Gardens and Seaworld, as well.  Other subsidiaries

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make access to capital an easily tapped endeavor.  One of which is Anheuser-Busch Recycling Corp, which is one of the biggest recyclers of used aluminum cans in the world, which helps to create an environmentally-friendly image, as well, which is of great importance from an environmental assessment in the “going green movement”, which is a huge political issue.  Additionally, A-B holds Busch Properties, Inc., which holds resort and other properties.  These a but a few of the holdings Anheuser-Busch carries with capital, leverage, and stability.

The stability of Anheuser-Busch could not be continued without its useful and innovative 31,000+ employees.  These employees not only help with the brewing, packing, and distribution, but also with innovative packaging ideas.  Additionally, there is the added bonus in the innovation and creativity of the sports marketing section of the A-B staff.  This unit works with advertising for different sporting events, such as the Super Bowl and others.  The team, also, helps to create memorable images on television, radio, and other forms of media that help to reinforce the product strength and customer loyalty.  Utilizing these workers in a way that flows and follows trends in the marketplace is a big boon for the business.

Following these trends in new and technologically feasible ways helps to bring unique and exiting marketing and advertising techniques to the table, in addition to keeping a positive corporate image in place.  From the beginning of the 20th century until today, Anheuser-Busch has advertised and kept up with the latest venues in which to do so.  The earliest advertisements were signs on the side of large trucks to the now well-known ad campaigns of today, such as the annual “Bud Bowl”, featured at halftime during each Super Bowl performance.  A-B has continued through all these years to remain environmentally-friendly, as well, winning awards for its attempt to improve the environment.  Also in operation is an Anheuser-Busch environmental outreach program to promote such habits as recycling and energy conservation. Of equal importance to this outreach program is the prevention of littering and water pollution.  These campaigns help immensely with keeping the positive corporate image and customer loyalty.

Anheuser-Busch is on top of the game with product strength in addition to the other aforementioned factors.  A-B holds the volume of 48.8% of beer sales in the United States and a yearly revenue of approximately 15 billion.  These numbers speak for the strength of the company and the high barriers to entry by their competitors.  The company “mascot” of the large “A” with the American Eagle symbolize the United States and the potential for entrepreneurship and tradition throughout the years.  This type of image and stability cannot be matched with other similar corporations, so the sustained competitive advantage will likely be sustained for another 125 years.

In closing, all factors; technical, managerial, competitive, and financial contribute to Anheuser-Busch’s long-running success.  Its financial security is locked with so many subsidiary companies and holdings to make access to capital a non-issue.  Its innovative advertising help promote brand awareness and company loyalty and the environmentally-friendly campaigns helps with the continuing positive corporate image.  Lastly, the history and tradition of this aged and wise corporation is a uniqueness that is unparalleled by any other type of corporation in its industry.

Works Cited

Anheuser-Busch. Accessible online: [http://www.anheuser-busch.com/].  Last accessed 9 November 2007.

Wikepedia Online Dictionary.  Accessible online: [http://en.wikipedia.org/wiki/Anheuser-Busch].  Last accessed 9 November 2007.

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