SABMiller Strategic Marketing - Lab Report Example

SABMiller’s vision is to be the most admired company in the global beer industry; they are slowly accomplishing this by becoming the world’s largest brewer. SABMiller owns over 200 brands of beer, they employ around 70,000 people in 75 countries, on top of this they are also the largest bottlers of coca-cola products. In Australia, SABMiller owns over 58 beer and cider brands that are in the Australian Market. In late 2011, SABMiller bought out Fosters Group Limited which provided them exposure to the Australian beer and cider market.

SABMiller believes that their competitive edge comes from their superior marketing and branding as well as having an understanding that every brand has a story and heritage that will always sit close to home within the local communities. SABMiller is such a successful company because they believe in corporate social responsibility and looking after the local community. They know, to succeed, you must be aware of and be able to manage your stakeholders, whether their employees, management, local community groups, local breweries, government and the media.

It is for this reason that SABMiller is successful and able to be the largest brewer globally, they understand the needs of their business, both internationally and locally. Fosters Group Limited Fosters was first developed in 1888 when two brothers, William and Ralph Foster, first brewed Fosters Lager. Fosters Group Limited is part of the world’s largest brewing group SABMiller. Fosters place its primary focus on its brewing activities as the majority of its sales revenue is driven from Carlton United Brewery.

The majority of their business is done in the Australian and Pacific regions. Fosters employs approximately 2000 people, with most of those employees being employed in Australia. Fosters does trading in more than 45 countries and is the leading provider of premium beverages in beer, cider, spirits and non-alcoholic drinks. Fosters Group limited prides themselves on being the leader of innovation by investing in their brands and maintaining the highest quality standards. They wish to remain steadfast in the market.

Carlton United Brewery Carlton United Brewery was founded in 1854 in Melbourne, Victoria. It was in 1907 that Carlton United Brewery and Fosters joined forces, in 1983 Fosters Group Limited bought out Carlton United Brewery making the merger official. Carlton United Brewery has more than a 50% market share in the off-premise beer category. Carlton United Brewery is the largest producer of cider in Australia, producing 3 of the top-rated brands. In 2007 Carlton United Brewery transformed into a franchise distribution model creating an easier way to service customers and produce top-quality customer service.

Due to the franchise distribution model Carlton United Brewery is now able to service over 17,000 customers and 20,000 total including hotels, clubs, liquor stores, restaurants and bars with around 800,000 deliveries made around Australia each year. Strongbow Cider Strongbow cider was first produced in 1887; it was not until 1970 that Strongbow was first introduced into the Australian market. Bulmers was the first company to produce Strongbow, they held onto Strongbow until 2003 when Fosters Group Limited bought them out.

Fosters Group Limited continue to produce and distributes Australia’s leading cider brand, Strongbow consists of five different product types they are Strongbow clear, original, dry, sweet and pear cider.