iked and prominent during events like the Super Bowl. This dominance of the US beer market has a 100 year old history. Anhauser-Busch has large amounts of cash reserves permitting it to fight for any market it wants. Anhauser-Busch also has the resources to compete with any European brew in the European marketIn he several years Anhauser-Busch has won about 8 courtcases in European courts over the Budweiser trademark with Budvar. These victories strengthen Anhauser-Busch in its battle over the trademark. As a result of the victories, Budvar recognizes Anhauser-Buschs new strength and has made an offer to Anhauser-Busch of a 10% stake in Budvar. In many countries in Europe Anhauser-Busch has begun to gain some market share and turn some profits. Some of these countries include Ireland and the United Kingdom. WeaknessesThe American market is a relatively stagnant market for Anhauser-Busch. There is very little growth in America and 94% of Anhauser-Buschs sales occur inside America. Imports like Amstel and Heineken have made inroads in the American beer market. To increase sales and Profits Anhauser-Busch must look for business in foreign markets.American beer is not very well liked in Europe. Many Europeans consider American beer to be weak and they do not like the taste. This presents a very large challenge for Anhauser-Busch. It will be very difficult to change the tastes of an entire continent of beer drinkersPrevious attempts to form a joint-venture or purchase Budvar have failed. The Czech government and people consider Budvar to be a national treasure and looks at Anhauser-Buschs efforts to purchase a stake in Budvar to be an act of economic imperialism. Top management at Budvar has rejected numerous attempts by Anhauser-Busch to purchase Budvar. This fact leads to the conclusion that Budvars management is less than enthusiastic about partnering with Anhauser-Busch. OpportunitiesThere are a great number of opportunit...
