ies for Anhauser-Busch in its potential relationship with Budvar. The opportunity to partner with Budvar will give American based Anhauser-Busch access to the secrets of one of the best beers in the world. Anhauser-Busch can also expand and market this superior brew in Europe and in the US. An imported beer with the quality of Budvar can take on successful imports like Amstel and Heineken. This would be a great opportunity for Anhauser-Busch to gain some market share in the imported beer market in the US. This relationship will also resolve the trademark dispute between Anhauser-Busch and Budvar. An end to this dispute will end the expensive process of litigating the dispute country by country. ThreatsThe threat from Budvar itself is rather small. Budvar is a small underfunded state run company. A major threat to Anhauser-Busch would entail a competitor like Miller investing in Budvar. This would be the nightmare scenario for Anhauser-Busch. If Budvar aquires the resources of a large competitor, Budvar will be in a position to compete with Budweiser in Europe and able to export and market Budvar in America. This would also give Budvar the resources to litigate more effectively against Anhauser-Busch in disputed markets across the world.The other potential threat to Anhauser-Busch is the legal threat. Budvar could potentially win some of the court cases in the ongoing litigation between the two parties. This would prevent Anhauser-Busch from entering some markets in Europe. AlternativesRecently Budvar s Management has been given the opportunity to purchase a 10% stake in Budvar. Anheuser-Busch will offer to buy this stake in Budvar.One alternative is for Anheuser-Busch to invest into Budvar. They will have the opportunity to obtain more ownership as the years progress. This is one way for Anheuser-Busch to get involved in the entire European market with Budweiser beer. As of now, Anheuser-Busch has only been allowed to use ...
