CS341 Study Guide - Final Guide: Anheuser-Busch, The Beer Store, Richard Dyer
Document Summary
Few large companies have control over an industry. The beer store is owned by: labatt (49%), molson/coors (49%) and. Belgian company that has a large different brands. Each brand has a different identity: students bud, pabst, molson, local beer companies, adults heineken, corona, stella. Engage in horizontal integration to control the market. Vertical integration: own every part of the process that goes into making the product, they own the factories, trucks, branding, marketing etc , makes everything a lot cheaper for them allowing for a higher profit. Sports: complement our beer business by offering a positive setting which showcases our products, olympics, official beer of the 4 major north american sports leagues (nhl, The primary means by which it engages the public through advertising but it should be remembered that its advertising units do not act along. Without the economic and political powers retained by the company, the cultural endeavors could not function effectively.
