九略—青岛啤酒—ab.ppt

A-B/Tsingtao BPESales Market Analysis Anheuser-Busch Organization Anheuser-Busch Inc. A-BI Finance Planning Agenda Planning Background Sales Analysis Time Series: Total US Times Series: Markets grouped by trend Geographic drill down Bud Light Price Action Bud Light APL bottle Weather Effects Mix Analysis Wholesaler Dynamics Profitability A-B Planning Cycle Beer Company Objectives Why Create A Financial Plan? Focus on managing change vs. reacting to it. Anticipate opportunities and challenges before they occur Early warning system -- avoid surprises whenever possible Perform “what-if” analyses to prepare for contingencies in advance U.S. economic conditions – affects demand, costs, etc. Beer excise tax changes Capacity planning and logistics Ensure that projected results meet A-BC financial objectives Profit growth Return on investment Identify plans to fill gaps, if necessary The planning process is much more important than the plan itself Our goal is not to predict exactly what will happen (impossible) It is to make sure all issues affecting our future are evaluated and discussed A-BI Long Term Strategy Development Key Contacts Information Flow Marketing Planning Process Base Plan ResultsA-BI Volume Market Share Base Plan ResultsA-BI Sales A-BI Base Plan U.S. Volumes Price to Consumer Increase vs. CPI Brewer Consolidation U.S. Beer Industry Forecast Forecast Growth: 5 Yr CAGR of 0.6 Category Forecasts High End Forecast by Component Premium Brands Sub-Premium Brands 2003 - 2008 U.S. Beer Profit Forecast Brewer Pool Shares 2008 Share of Volume 2008 Share of Selling Margin 2008 Share of OP A-BI Plan vs. Objectives A-BI Summary Increase volume from an expanding industry and by gaining market share Grow margins returns by increasing revenue, reducing costs and improving asset utilization Agenda Planning Background Sales Analysis Time Series: Total US Times Series: Markets grouped by trend Geographic drill down Bud Light Price Action Bud Light APL