BUSI 438 FORUM 3 DISCUSSION - 100153

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BUSI 438 FORUM 3 DISCUSSION From Clydesdales to Talking Frogs: Budweiser’s Strategic Adaptability Keeps It a Winner This discussion question provides an opportunity to reinforce several key principles that are covered in this week’s chapter. While the case is largely focused on advertising tactics, there are examples of strategic marketing that can be discussed as well. A key idea to emphasize is that brands that survive as long as Budweiser have done so by regularly updating the various elements of the marketing mix to reflect the changing preferences of their customers. In this situation, these responses to customer interests and communications preferences are most visible in advertising but are also reflected in major product introductions such as Bud Lite and packaging innovations like beer in cans. Address the following… • What are some factors that make one beer better than another? Even non-beer drinkers will likely focus on product attributes like taste or convenient packaging. o Whether Budweiser is generally considered to be the best tasting beer and if not, why they have dominated in product sales for so many years? One answer to that question is that brand imagery can be as or more important than product attributes in a brand’s long term success. • Consider showing examples of classic Budweiser advertising (see https://www.youtube.com/watch?v=wIbShf_xrxg) and discussing how these ads differentiate the brand even though they provide very little info about the product. • In Budweiser’s history there is evidence of both “Big M” (strategic) marketing and examples of “little m” (tactical) marketing. Which of these two types of marketing do you think is Budweiser’s greater strength? Support your answer with examples to demonstrate your understanding of these concepts. • The most recent threat to Budweiser’s dominance is the microbrewery craze, which has created (or resulted from) a set of more discriminating beer drinkers, not so different from wine aficionados. One approach Budweiser has taken in their commercials is to make fun of these enthusiasts. Do you believe that this is an effective strategy? Why or why not? What alternative communication or product innovation strategies (if any) should be considered to reach this segment? • What could Budweiser do to increase a Christian presence for their brand? Is this a good application for a beer company? NOTE: MORE THAN ONE ANSWER POSTED CHOOSE ANY
Solution Description

Beer and Branding

 

The main factors that makes one beer better than another is branding. Excellent branding encapsulating quality and best test as well as responding to the market dynamics as made Budweiser the best bear in the market (Avery, 2018). The beer is simple in nature and its unique ultra-light flavor has won a large consumer segment. The company has also employed different marketing techniques that respond to the volatile consumer demands hence managed to remain relevant for a very long time.

 

Budweiser Advertising Analysis

 

Budweiser advertising focuses on the firm existing market by enhancing the experiences of the host and reward systems such as partnering with the digital, sports and music events. For example, the company targeted the sports-watching males by dominating premier sporting events such as the Super Bowl (Stewart, and Saren, 2014). Another tactic was the creation of a millennial event to vie for 1,000 spots. Budweiser has excellent advertising technique that targets specific consumer segments.

 

Strategic Vs. Tactical Marketing

 

Strategic marketing establishes the direction of a business growth in relation to the competitors whereas tactical marketing involves the real actions taken to enhance a business competitive position (Avery, 2018). An example of strategic marketing in Budweiser include focusing on sports-watching males. Dominating the sporting events was its tactical marketing that complemented the company strategy. Budweiser’s strength lies on tactical marketing where the company demonstrated uniqueness. Examples include dominating sporting events, inventory of giveaway items, point of sale materials as well as organizing social events.

 

Microbreweries and Budweiser

 

 Commercials that make fun of different enthusiasts among the consumers may not be effective for Budweiser. Such commercials may make the consumer segment feel offended or less valued. As a result, the company can lose a large segment of potential customers. Alternative means of communication that demonstrates the strength of the Budweiser’s brand may be more effective.

 

Biblical Christian Application

 

To increase Christian presence, the company should demonstrate and advocate for high moral and ethical standards. The company should encourage responsible drinking and discourage sale of alcohol to the underage people. These values should be ingrained in all the company commercials. Through these initiatives, the company will be upholding the Christian values that teaches responsibility to oneself and to others.

 

Biblical Integration

 

The bible encourages people to maintain God’s glory in everything they do. It states, “Whether, then, you eat or drink or whatever you do, do all to the glory of God,” (1 Corinthians 10:31). Budweiser should also maintain God’s glory in their alcohol business by acting in an ethical and moral way. They should also show concern for their customers by encouraging high responsibility when consuming their products. 

 

References

 

Avery, J. (2018). Global Brand Management of Anheuser Busch InBev's Bud

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