perations, while entertainment operations enhance the companys corporate image by showcasing its heritage, values and commitment to quality and social responsibility to 19 million visitors annually as well as adding their profit contribution.The companys strong commitment to achieve these objectives benefits all firms and individuals that maintain a vested interest in their corporation.CompetitiveWith an estimated 47.5% of the total market share for 1999, Anheuser-Busch continues to widen the gap separating them from their nearest competitors. Budweiser and Bud Light are the No.1 and No. 2 best-selling beers in the world. Miller, their closest rival maintains 22.1% of the market share. The following chart illustrates market share in 1999 for the nations leading breweries. 1999 Market Share(Estimated)In 1999, they achieved record sales and earnings, selling over 100 million barrels of beer worldwide for the first time in history. August A. Busch III, Chairman of the Board and President, says his company owes its success to, The combination of outstanding domestic beer industry fundamentals, the highest quality and freshest beer in the industry and exceptional marketing and sales execution. According to Fortune Magazine, the company applies venerable marketing techniques more vigorously and imaginatively than the competition. The companys most important technique is target marketing. Anheuser-Busch sponsors events and runs advertising specifically aimed at all sorts of consumers: blacks, whites, blue-collar workers, computer-buffs, and sports fans. Sports fans make up a large, diverse population. The company has strategically positioned themselves to promote to this target audience, with 70% of their advertising dollars going towards sports programming. They have exclusive deals with 21 of 24 major league baseball teams, 21 of 28 National Football League franchises, 300 college sports teams, and most professional basketball, hock...
