1. Sara Henry Betsy Connors Rebecca Garcia Kim Healy Natalie Kent Shaine Melnick Kelly O’Connor Jordan Sheckman Advertising Research ADV3051 Project 1: Secondary Research

2. Situational Analysis Industry 1993 beer represents 58 percent of alcoholic beverage market 2005 beer represents 46 percent of alcoholic beverage market

3. Situational Analysis Company Well-known brand Well-established company Anheuser-Busch is the largest American brewer Company Vision “Through all of our products, services and relationships, we will add to life’s enjoyment.”

4. Situational Analysis Product Brand family includes 7 different products All-natural ingredients Brand personality traits

5. Situational Analysis Consumer Typical demographic: men Potential consumer market: women Consumer taste trends

6. Situational Analysis Competition Direct competition from other brewing companies Indirect competition of wine, liquor, and spirits

7. Situational Analysis Macro-Environment Underage market Changes in drinking habits among college women

8. Opportunity Recommendation for Research Declining sales in favor of wines, liquors, and spirits Targeting Women

9. Problem Statement Threat of declining sales Unexplored female market Need further understanding of: − Drinking habits of women − Attitudes of men and women 18 to 24 Primary proprietary research reduces risk − Budget − Company reputation