Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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

Keywords

Anheuser Busch, BudNet, information, competitive advantage, distributors, retailers, data mining, mobile technology, real time marketing, intelligence reports