Marketing Strategy and Business Structure Analysis of Sabmiller

ENGINEERING MANAGEMENT IV

ASSIGNMENT 2 : MARKETING STRATEGY AND BUSINESS STRUCTURE ANALYSIS OF SABMILLER

I. INTRODUCTION - 1 -

II. SABMiller’S HISTORY - 2 -

III. SABMiller’s MARKETONG STRUCTURE - 4 -

1. Introduction and The Evolution of Marketing - 4 -

2. The Components of the Marketing Process - 5 -

3. Market Research - 6 -

4. Consumer Behaviour - 8 -

5. Market Segmentation - 9 -

6. Target-Market Selection and Positioning - 10 -

7. Product Decisions - 11 -

8. Marketing Communication Decisions - 12 -

9. Concluding Facts - 13 -

IV. SABMiller’s Business structure2 - 14 -

1. Introduction - 14 -

2. Latin America - 14 -

3. Europe - 14 -

4. North America - 15 -

5. Africa - 15 -

6. Asia Pacific - 16 -

7. South Africa - 16 -

V. CONCLUSION - 16 -

VI. REFRENCES - 17 -

INTRODUCTION

Brewing beer is an art form.

In order to brew beer, you require a fermentable sugar by using cereal grain or some combination of grains. The type(s) of grain used will produce different flavours. Turning grain into fermentable sugar is called “mashing” and requires a certain degree of skill. After the mashing process, the mash is filtered, leaving a fermentable, sugar-laden liquid called ‘wort’

Hops are added to the wort and boiled (or ‘brewed’) in a brew kettle. Hops are vines which give beer its bitter flavour and aroma. Boiling is also important to sterilise and stabilise the wort, and to develop colour and flavour. At the end of the boil period, the wort is cooled so yeast can be added. 1

After the brewing process, the beer is aged in tanks or casks. The beer is then filtered to remove small particles of yeast or protein that might make it cloudy. The beer is then ready to be put into bottles, cans and kegs.2

Originating from South Africa, SABMiller is a multinational brewing and beverage company headquartered in London, United Kingdom. SABMiller is one of the world’s leading brewers employing some 70,000 people in over 75...