I.

AREAS OF CONSIDERATION V.1 INTERNAL ENVIRONMENT V.1 .1 STRENGHTS V.1.1.1: ABIs imported brands such as Bass and Stella are doing well. V.1.1.2: Budweiser and Budweiser Light are the top-selling premium beers in the world. V.1.1.3: ABI owns Harbin, a leading brewer in China, and plans to expand Harbin brands to the domestic premium beer segment. V.1.1.4: Anheuser-Busch Recycling Corporation is one of the worlds largest recyclers of aluminum cans. V.1.1.5: Busch Gardens Europe, which opened the worlds tallest roller coaster, was voted the Worlds Best Theme Park in 2006 and was named the Worlds Most Beautiful Park for the sixteenth consecutive year by the National Amusement Park Historical Association. V.1.1.6: The Entertainment segment achieved consistent profits for the last seven years. V.1.1.7: ABI achieved increasing international beer sales over the last 3 years. V.1. 2 WEAKNESSES V.1.2.1: Lack of concentration in developing its Research and Development potential. V.1.2.2: Decline in its market share in terms of alcoholic beverages from 48.8% down to 48.4%. V.1.2.3: The Company experienced flat domestic beer sales for the last 3 years. V.2 EXTERNAL ENVIRONMENT V.2.1 OPPORTUNITIES V.2.1.1 ABI products are popular in China, Russia and Canada. The company is doing well in Latin America, Mexico, Chile, Brazil, Argentina, Colombia and Honduras.

V.2.1.3 Worldwide beer consumption is expected to grow by 2 to 3 percent annually through the end of this decade. V.2.1.4 The international premium beer segment is expected to grow over 6 percent annually. V.2.1.5 In less developed areas of the world such as Central and Eastern Europe, Latin America, Asia and Africa, beer consumption is increasing at a rate of 3 to 4 percent annually. V.2.2 THREATS V.2.2.1 Rival Coors beer is doing especially well with its marketing message of refreshment as cold as the Rockies and its focus on brands such as Coors Light, Blue Moon, and Keystone Light. V.2.2.2 Developed countries such as: Western Europe, The United states, Australia and Japan, the overall growth rate is forecasted to be close to zero. V.2.2.3 Light and low-carbohydrate brew sales have also increased as a result of greater consumer awareness for healthier lifestyles. V.2.2.4 Coors and Coors Light brands were named top beer brand in a national customer loyalty study for the third consecutive year. V.2.2.5 On May 18, 2007, Coors announced the introduction of a cold-activated bottle which has a special and unique appearance and taste. V.2.2.6 Domestic sales of traditional beer doesnt have that bright of a future due to intense price competition among brands and consumer preferences shifting more to wine over beer. II. MAJOR ASSUMPTION/S If the aforementioned objectives were achieved and the main problem addressed the following assumptions are expected to take place: VI.1 Focus in developing Effective research on current trends on consumers preference for healthier beer consumption would contribute to an increase in sales. Current trends include light and low-carbohydrate brews which are the result of greater consumer awareness for healthier lifestyles. Increase in domestic sales by 5%-10% and international sales of 3%-5% will be attained. The continuance of this implementation will bring back the bright future for beer and will continue for more centuries.

VI.2 Creation of a more dynamic line of products that will suite the current taste of consumers through its Research and Development will surely hit the market. Increase in marketing strategies in this area will assist in attaining 2%-3% increase in domestic sales and 1%-3% internationally. VI.3 Increase focus in its marketing strategies in developed countries will increase the forecasted growth rate of sales by 2%-3%.