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Anheuser-Busch Versus SABMiller: Bidding War in China¡¦s Beer Industry    
 
Product Ref: 05/249C Company: Anheuser-Busch
SABMiller

Product Type: Case Industry: Food, Beverage & Tobacco

Related Product(s): Teaching Note
Authors: Zhigang Tao   Li Dongya
An unprecedented bidding war for the Chinese 4th-largest beer maker, Haerbin Brewery, broke out between the world top two breweries, Anherser-Busch and SABMiller. The case reflects the different strategies adopted by these companies to entry the Chinese market. Anherser-Busch entered the Chinese market with its nearly fully-owned subsidiary and promoted its own brand, Budweiser; while SABMiller knocked through the market with its joint venture with CRE. Its expansion in China most came through mergers ¡V it did not introduce into the market its own world-famous brand. Anherser-Busch, on the other hand, went down the acquisition road, first with Tsingtao and then with the Haerbin brewery. The case opens for discussion issues related to capturing markets in the face of accelerated acquisition costs.
Functional Area : Economics & Business Policy
Marketing
Strategy & General Management

Issues: Market analysis; Entry mode; Expansion Strategy
Length: 17 pages Country: China (People's Rep. of)

Pub. Year: 2005 Level of Difficulty: 2
         
This product type is available in the following language(s):      English   Simplified Chinese
         
Related Information: N/A
 
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