Global Marketing of Sab Miller Brewery Company Marketing Essay
the shareholders of South African-born international brewer SABMiller approved the acquisition of the company; the shareholders of South African-born international brewer SABMiller approved the acquisition of the company by Anheuser-Busch InBev, as SAB joined the FTSE with a market capitalization of R5.3 billion SABMiller shifts the focus of its marketing and innovation teams from regional to global initiatives to enable best practices to be shared more effectively. SABMiller's strategy has tended to look for value-add opportunities to strengthen the company's position as a global brewer. Furthermore, the African beer industry is becoming increasingly competitive as multinational beverage companies such as SABMiller, Diageo and Heineken compete for market share. Anheuser-Busch has also had rapid economic growth. of the world beer market, while the share of the. The Heineken brand is. According to Karel Vuusteen, CEO of Heineken, the world beer brewer. AB Inbev in turn was forced to make a bid for SABMiller to gain a complementary presence in emerging markets. SABMiller's long journey from the mine piles of Johannesburg to global brewing. Growth-oriented companies benefit from interests in emerging markets, but not at the expense of losing out on the world's largest market, the US. So SABMiller announced MillerCoors, a joint venture with Molson Coors Brewing Company. Cost savings have been key to SABMiller's successful acquisition strategy. SAB, from the Altria Group's Miller Brewing Company in North America, entered the world's largest developed beer market and through the merger became known as SABMiller. The acquisition of Miller marked a change in SAB's growth strategy from smaller acquisitions mainly in emerging markets,