Case Type: market entry/new market.
Consulting Firm: Capgemini Consulting second round job interview.
Industry Coverage: food & beverages; tobacco & alcohol.
Case Interview Question #00238: The client Anheuser-Busch Companies Inc. is a major US beer brewing company. With its headquarters located in St. Louis, Missouri, the company operates 12 breweries in the United States and nearly 20 in other countries. Anheuser-Busch’s best known beers include brands such as Budweiser, Busch, Michelob, Bud Light, and Natural Light, etc.
Anheuser-Busch recently entered the UK market. Three years after entry, the company’s UK operation is still losing money. Despite a high per capita consumption of beer in the UK market, Anheuser-Busch’s sales have been very disappointing. What explains this phenomenon?
Possible Solution:
1. High Level Plan of Attack
Great case!!!