their Budweiser through selected foreign countries due to the trademark dispute with Budvar. Anheuser-Busch has decided to go country by country and suing them in order to sell Anheuser-Buschs Budweiser in Europe. They have won in 9 countries and have 27 other cases pending worldwide. If joined with Budvar, Anheuser-Busch will have the ability to grow within Europe and not have the litigation expense or conflict with Budvar, but rather work together as one team. Through this partnership, Anheuser-Busch will expand Budvars brewing capabilities and through the American marketing abilities, become Europes leading beer. After successfully developing their position in Europe, Anheuser-Busch will take Budvar and export it back to the United States. They will compete directly in the premium import beer market with Hieniken and Amstel. The second alternative is for Anheuser-Busch to continue through all the troubles of litigation and try to win as many cases as they can to allow Anheuser-Buschs Budweiser to expand through the European market. This direction will be very expensive and possibly have a negative outcome. There is a possibility that the majority of the countries Anheuser-Busch is suing can reject its attemps to move into the European market. This procedure will also be very time consuming if the litigation cases are not settled for many years.The third alternative is to stop with all the litigation cases throughout Europe and proceed with the countries that Anheuser-Busch has already entered. This is basically a surrender on the part of Anheuser-Busch. They can stay within the US and continue with their prevous strategies. This would not be the best course of action because Anheuser -Busch needs to expand their global markets to compensate for a stagnant US market. RecommendationsAs a group we recommend that Anhauser-Busch make an offer to management at Budvar for the 10% stake in Budvar offered by the Czech Government. !0% now c...
