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    Case 9-1

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    Parneet Gill
    This document summarizes a case study on SABMiller's 2002 acquisition of Miller Brewing, which created the world's second largest brewer. The acquisition gave SABMiller global recognition but also challenges like revitalizing Miller Lite in the US and establishing Miller as a premium brand in Europe. It also discusses how SABMiller and competitors were investing heavily in China's large beer market. The document provides the who, what, when, where, why and key lessons around strategic mergers and brand management across local and global markets in the brewing industry.

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    Case 9-1

    Uploaded by

    Parneet Gill
    35 views10 pages
    This document summarizes a case study on SABMiller's 2002 acquisition of Miller Brewing, which created the world's second largest brewer. The acquisition gave SABMiller global recognition but also challenges like revitalizing Miller Lite in the US and establishing Miller as a premium brand in Europe. It also discusses how SABMiller and competitors were investing heavily in China's large beer market. The document provides the who, what, when, where, why and key lessons around strategic mergers and brand management across local and global markets in the brewing industry.

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    This document summarizes a case study on SABMiller's 2002 acquisition of Miller Brewing, which created the world's second largest brewer. The acquisition gave SABMiller global recognition but also challenges like revitalizing Miller Lite in the US and establishing Miller as a premium brand in Europe. It also discusses how SABMiller and competitors were investing heavily in China's large beer market. The document provides the who, what, when, where, why and key lessons around strategic mergers and brand management across local and global markets in the brewing industry.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    35 views10 pages

    Case 9-1

    Uploaded by

    Parneet Gill
    This document summarizes a case study on SABMiller's 2002 acquisition of Miller Brewing, which created the world's second largest brewer. The acquisition gave SABMiller global recognition but also challenges like revitalizing Miller Lite in the US and establishing Miller as a premium brand in Europe. It also discusses how SABMiller and competitors were investing heavily in China's large beer market. The document provides the who, what, when, where, why and key lessons around strategic mergers and brand management across local and global markets in the brewing industry.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10

    Case 9-1: AB InBev

    and SABMiller: A
    Match Made in
    (Beer) Heaven?
    B Y: P R A J A K TA R A N J I T B H A I PA RV E

    RUCHI SAPPLE

    KARISHMA KHOJA

    PA R N E E T G I L L
    Agenda
    • Introduction

    •Case Summary

    •W5

    •Answering the questions

    •Important lessons learned


    The case covers South African Breweries
    PLC's 2002 acquisition of Miller Brewing,
    which resulted in the development of
    SABMiller, the world as second-big brewer.
    The new corporation was tasked with
    INTRODUCTION revitalizing the Miller Lite brand in the United
    States and establishing Miller as an upscale
    company in Europe. SABMiller and its rivals
    were also making significant investments in
    China, the globe's largest beer market.
    CASE SUMMARY
    South African Breweries PLC had a dominant position in
    the South African beer market, but its brands lacked global
    recognition. In 2002, the company acquired the Miller
    Brewing unit from Philip Morris for $3.6 billion, forming
    SABMiller. This deal made SABMiller the world's second-
    largest brewer, after Anheuser-Busch InBev.
    SABMiller faced the challenge of revitalizing the Miller
    Lite brand in the US, where it had been losing market share
    for several years. The company aimed to launch Miller as a
    premium brand in Europe. Furthermore, SABMiller and its
    competitors were investing in China, the world's largest
    beer market. This Photo by Unknown Author is licensed under CC BY-SA
    WHAT WHEN WHY WHO
    WHERE IN THE CASE
    WHAT

    WHEN

    WHY

    WHO

    WHERE
    1. Why are AB InBev, Heineken, and other global
    brewers targeting emerging markets such as
    Vietnam?

    Growth High Barriers Brand


    Diversification
    Opportunities to Entry Recognition
    2. Is the brewing industry local or
    global?

    LOCAL GLOBAL
    3. Why do so many licensing deals, mergers, and
    acquisitions occur in the brewing industry?

    Consolidation Brand Portfolio


    Important Lessons Learned

    Strategic Mergers Innovation and Profitable Importance of Balancing Global


    and Acquisitions Brand Expansion through Local Knowledge Scale and Local
    for Global Brand Revitalization in Emerging Markets and Strategic Relevance in the
    Presence Competitive Alliances in Brewing Industry
    Industries Foreign Markets
    THANK YOU

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