Case Code : CLIT009
Publication date : 2012
Subject : IT and Systems
Industry : Breweries
Length : 03 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Anheuser Busch, BudNet, information, competitive advantage, distributors, retailers, data mining, mobile technology, real time marketing, intelligence reports
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
This case explains how Anheuser-Busch (AB), largest brewing company in the USA, used information to gain advantage over the competitors. AB used a data network called BudNet to optimize its product mix, decide on the right price, fine-tune promotional campaigns and distribution strategies. BudNet helped the company make its marketing more effective and efficient.
» Understand using data and technology as a competitive advantage
» Analyze the importance of the right information
» Learn the importance of a system like BudNet which provides real-time data
In the late 1990s, in the US, AB had around 750 national-level distributors who employed more than 8,400 sales representatives. These representatives were responsible for distributing AB’s products to more than 450,000 retailers spread across the country...
Questions for Discussion:
1. How can information give a company a competitive advantage? Discuss with reference to BudNET?
2. How can BudNET be used in designing promotional campaigns for the company?