MARKETING STRATEGY OF SAB 1

Marketing Strategy Analysis of South African

Breweries

Name:

Instituti

on:

Date:
MARKETING STRATEGY OF SAB 2

Executive Summary
This paper examines the marketing techniques employed by the South African Breweries (hence

referred to as SAB) and their subsidiaries. Specifically, it describes the strategic principles that

have helped to establish the organization as a world-class manufacturer of beer in South Africa

and around the world. With SAB as the case study, the paper is structured to begin with an

introduction to examine the competitive dynamics and strategic features of the external

environment as part of a practice. It then conducts a discussion on the concept of internal

strategic planning and conducts an analysis of the organization using relevant organizational and

strategic models. Three hundred and third, the report examines the external stakeholder concerns

that SAB Company is experiencing and critically evaluates the effect of these concerns on the

SAB’s corporate image and brand equity. Finally, this report ends with a number of

recommendations for improvement of the Company’s marketing strategy to ensure it sustains its

leading position in the beer market industry in South Africa.

MARKETING STRATEGY OF SAB 3

Table of Contents

Contents
Executive Summary.......................................................................................................................2
Table of Contents...........................................................................................................................3
Introduction....................................................................................................................................4
Background of the Business...........................................................................................................4
Analysis of target market and positioning strategy........................................................................5
Porter's Five Forces Model Analysis of the Company...................................................................6
Threat of substitute products..........................................................................................................7
Threat of new entrants....................................................................................................................8
Bargaining power of Customers....................................................................................................8
Suppliers' bargaining strength........................................................................................................9
Rivals in the business.....................................................................................................................9
Strengths & Weaknesses................................................................................................................9
Structure of the Organization.......................................................................................................10
Strategic Analysis........................................................................................................................11
Developing a Strategic Plan for a Company................................................................................12
Analysis of the 4Ps (marketing communications strategy)..........................................................13
SAB’s Marketing Mix analysis....................................................................................................13
Product mix..................................................................................................................................13
Place and distribution...................................................................................................................14
Prices and pricing strategies.........................................................................................................14
Promotional Mix..........................................................................................................................15
Recommendation for Improvement.............................................................................................16
Conclusion...................................................................................................................................17
References....................................................................................................................................18
 Introduction
The growth of a firm, the prerequisite for novel methods of coordination and area of business, and

the requirement for associations to continually respond to ecological changes both inside and

outside the activity, all require inventive strategies of coordination and area of business. The

organization's methodology, policymaking, hierarchical framework, and the executives’

strategy are completely impacted by the climate. Vital administration is a system where an

association's conclusions detail, execute, and assess cross-sectional jobs and goals to

acknowledge and satisfy prompt and long haul targets and objectives (O'Toole and Meier,

2014). Ecological mindfulness has demonstrated to be the beginning stage for key

examination. As indicated by Grant (2016), an organization's system should consider both

inward and outside impacts. Key administration for the association requires a wide and target

assessment of both the outer and inside conditions, in light of early discoveries, to set up

administrative key destinations and objectives (Hill et al., 2014). Thus, this examination

inspects the South African Breweries Company's showcasing methods to guarantee effective

help conveyance in an association and makes proposals for improvement.

Background of the Business

Johannesburg, South Africa-based SABMiller (formerly known as South African Breweries

Limited and abbreviated to SAB) is a major refinery with a large presence in the country. From

October 10, 2016, when its proclivities were revealed to Anheuser-Busch InBev, it had been a

fully stated ally of SABMiller. Currently, it is the world's largest brewery. Anheuser-Busch

InBev SA/NV, formerly known as Anheuser-Busch SA/NV, is now a prompt assistant of the

South African Breweries (SABC) (Lisa, 2016). The Castle Brewery, which is now known as

SAB, was founded in 1895 as a result of the growing commercial sector for tractors and

excavators in and around Johannesburg. The company later changed its name to South African
Breweries in 1903. In a span of 24 months, the organization became the pioneer beer

manufacturer to be listed on the Johannesburg Stock Exchange, and the following year (1898), it

became the first contemporary organization to list on the London Stock Exchange, becoming the

first mechanical organization to list on the Johannesburg Stock Exchange. The South African

Bank (SAB) moved its headquarters and order to Johannesburg in 1950, after 10 years in the

capital. [5] After purchasing the Ohlsson's and Chandlers Union refineries in 1955, Castle

Brewing renamed the company South African Breweries to reflect the new ownership. Its

international reach has continued to grow since its first significant expansion in the 1990s. The

organization has acquired a number of affiliates in both developing and established industry

areas. A second UK-based holding organization, SAB plc, was established in 1999, and the

company's primary presentation location was relocated to London (Lisa, 2016). In May 2002,

when SAB plc acquired Miller Brewing Company, SABMiller plc was established. No foreign

brewery, including Whitbread of the United Kingdom, has succeeded in acquiring a significant

share of the South African beer market, despite many attempts by foreign breweries to do so.

Even while new organizations tried to challenge the limiting foundation on a regular basis, they

were either forced to go bankrupt or acquired by SAB before they had a chance to thrive. For

instance, National Sorghum Breweries (NSB) was established in 1990 as "a dim corporate

coalition" and was the first really new participant in the beer industry in more than ten years.

Some analysts predicted that NSB would overthrow SAB in few years and capture a 10 percent

share of the business market, while others predicted that SAB's unity would be jeopardized. Due

to a variety of factors, the organization had financial problems and was unable to acquire a

significant portion of the commercial space.

Analysis of target market and positioning strategy

The leaders of an organization should have the option to expect, recognize, and manage change
in both the inner and outside conditions if the firm is to develop and succeed. There is nothing of

the sort as helpless karma or happenstance with regards to the level of competition inside an

organization.

The investigation of the external environment inside an association like SAB Company, as per

Peteraf et al. (2014), includes miniature climate factors that involve partner bunches inside the

association, concern people in the quick environs, clients, providers, public force and contenders;

though large scale climate components incorporate patterns and factors that occur in the public

arena and can contrarily affect the association's presentation. To successfully investigate both

large scale and miniature ecological impact, the outside climate should utilize the Porter's 5

Force Models.

Porter's Five Forces Model Analysis of the Company

Consequently, the power of pressing factors inside an industry dictates the degree to which

deluge of speculation happens and drives benefit to the unrestricted economy level, just as the

capacity of organizations to endure income levels that are better than expected. Contest in SAB

is affected by five significant cutthroat elements. These incorporate the possibility of new

contestants, solid competition among existing organizations, arranging force of providers,

bartering force of clients, and the risk of elective items, to give some examples (Porter, 1985).

Following that, a careful assessment of a number of external aspects impacting SAB as well as

its market share within the country is carried out.

 Figure 1: Porter’s 5 Forces Model Analysis

Threat of substitute products

Because of advancements occurring in other fermented beverages, the entire beer sector is

feeling threatened. With the introduction of Cider wine into the market, alcoholic beverage

market share has been diminished. Other companies are introducing tastes that are more popular

with consumers and are sweeter, such as whisky and Vodka, to their product lineup. Several

unique flavors for alcoholic beverages have been developed as a result of the success of

Crabbie's Ginger, which is produced by Ginger flavored Halewood International and has been on

the market for two years. Companies that manufacture alcoholic beverages will increasingly rely

on product modernization to remain competitive while also offering a wide range of alternatives

(Prahalad and Ramaswamy, 2013). This is the point at which traditional beer and lager
businesses are feeling vulnerable, yet consumers are being drawn to higher-end brands that have

a history of quality and innovation. Individuals are prepared and eager to spend more for unique

and finest things rather than paying the standard price for a common product (Porter, 1985). As a

result, premium, limited edition, and value-added items were introduced in order to maintain

profits, with the highest priority placed on quality. As a result, the threat posed by the substitute

is considerable.

Threat of new entrants

Though beer sales are down, the younger generation is continuously striving to create new

brands and flavors that are different from the norm. Customers pay close attention to brands that

are unique or have a high level of competence. Clients are looking forward to new experiences

every day and are open to new possibilities. When it comes to premium beer, it was one of the

lager categories that saw growth in 2011. KC Brands' Cambodian beer King is garnering positive

feedback from customers, as are traditional products like Peroni Nastro Azzurro from Miller

Brands, as well as new brands like Mahou 5 Estrellas and Mahou 5 Estrellas from Carlsberg

(Dobbs, 2014). Customers were drawn to imported lagers because of their association with

global foodstuffs and complementary high-quality lagers, which contributed to their decision to

buy.

Bargaining power of Customers

In light of the fact that South Africa's economy is not in a stable state, it is natural that

expenditure has reduced significantly during the past five years. Consumers and pricing are

tightly related within a certain business; for example, in the case of the SAB industry, regulatory

standards have created a standard for the lowest price to sell beer in retail. Consumers, on the

other hand, are turning away from beers as a result of the current economic climate and growing

interest in other fermented goods. Companies are unable to reduce expenses after reaching a
certain level, nor can they increase the demand for their products (Nair et al., 2011). Therefore,

because they are locked in this situation, companies face a great risk of losing their bargaining

power to consumers, which should be addressed quickly and wisely.

Suppliers' bargaining strength 

The connection with suppliers is an extended one, and it needs extreme certainty and

comprehension, notwithstanding the criticality of administration. For instance, on account of

SAB, the lager's assembling cycle is tweaked to create a lesser amount of vaporous feel, and the

crude materials utilized in its creation and synthesis are very different. Besides, the organization

has been getting bottles from a supplier of 66oml and 330ml containers for over four years,

making the organization less powerless against dangers from providers (Sheu and Gao, 2014).

This has diminished the measure of cash spent on modifications just as the measure of time spent

on the offering system.

Rivals in the business

In a particularly unified lager commercial center, the leading brewers represent a lot of brew

mass deals, which compares to a 80 percent portion of lager volume deals. In a merged

commercial center with a particular normal item, the portion of the market can delineate the

change in the item's prevalence (Chen, 2014). Subsequently, the risk from rivals in the business

has strengthened. Coors and Molson kept a steady piece of the pie with restricted development in

deals, wherein brands, for example, cobra brew have kept a predominant situation in the market

from earlier years because of the recent fads in ale drinking that have arisen lately.

Strengths & Weaknesses

If SAB decides to invest in the beer market, it will be able to take advantage of various

advantages. The fact that SAB is profitable, as seen by the company's above-mentioned turnover,

demonstrates that it has the resources to invest in expanding the firm. Additionally, SAB is
currently a trademark that is known by the names Claridge and Cooper, which will aid the sector

in raising brand awareness even further (2014). The issue is in the fact that the brand is not

synonymous with high-end alcoholic-style beer of superior quality. After drinking it, people

report that it is a good-quality beer that leaves them feeling refreshed. The fact that SAB has

limited expertise in the beer pub industry is a limitation that hinders the company's success in

today's market. In the customer service sector, there is no previous experience or engagement;

yet, an industry must maintain ongoing communication with its customers through strategic

improvements (Teixeira, 2012). A study conducted within SAB revealed that the company's

experience in beverage and food production, such as Indian delicacies, is a significant asset when

it comes to developing new and innovative goods. While this can seem difficult, it is certainly

doable in the long run.

Structure of the Organization

A typical beverage manufacturing business's organizational system serves as the foundation for

the company. SAB's organizational structure is depicted in the diagram below: Anheuser-Busch

InBev, which controls the majority of the company's shares through a joint venture, produces a

wide range of goods under a variety of brand names. Most businesses are organized into sections

based on the products that they manufacture (Stark, 2015). Its structure is based on the chain of

command and is well-organized in general. Efficiency, product, and environmental friendliness

are all prioritized in the company's departmentalization strategies. As indicated by Wisner et al.

(2014), deviations in various production network standards or vows might unfavorably affect the

monetary and financial ramifications of an organization's activities. There are different co-usable

endeavors just as industry arrangements that are important for the organization's action, and these

arrangements direct components of the store network framework. Consider, for instance, the

organization's distribution center and client conveyance structures, which are administered by
 joint endeavor concurrences with different bottling works. Undesirable changes to these

agreements could contrarily affect the business and monetary results of their individual

organizations (Smale, 2014). Dangerous weather conditions occurring more frequently or for a

longer period of time may interrupt the supply chain, as well as reduce manufacturing capacity

and influence consumer demand for the company's products. As a result of its operational

success, the company's organizational structure has shown to be effective. Management structure

appears to be all-encompassing in its current state, and there appears to be no requirement to

determine whether or not a restructuring is necessary.

Figure 2. Industrial company organizational chart. Source: Anjoran (2014).

Strategic Analysis
It has become progressively obvious that distinctions exist between two degrees of hierarchical

system: corporate procedure, which is worried about the kinds of ventures to contend in, and

business-level technique, which is additionally worried about how to contend inside a particular

business climate (Rowlinson, et al., 2014). It has been suggested that top directors utilize

clashing reasonable thoughts and related logical systems to assist them with settling on choices
on the kind of methodology to utilize. Notwithstanding the way that business system hypothesis

is advancing in essential administration, there has been minimal exact review to inspect the two

business methodology recommendations. The essential examination of an enterprise requires a

wide and autonomous objective review into the headway of both the outer and inside conditions,

with the fundamental discoveries filling in as the establishment for the advancement of the

executives’ key techniques and destinations (Hill et al., 2014). Enterprise level procedure and

business-level methodology are perceived as sticking to, and separately, in the techniques of

business associations according to a hypothetical perspective. A similar assessment of the

general importance of corporate methodology and business-level technique in affecting SAB

income achievement will be given in the areas that follow.

Developing a Strategic Plan for a Company

The variety in the organization of an industry's assets between the arrangement of organizations

inside which complete organization organizations contend, as per Korine and Gomez (2013), is

portrayed as the distinction between one industry's procedure and another. Thusly, SAB's

corporate technique might be operationalized through the conveyance of its resources,

representative enlistment and maintenance, deals, capital financial plan, and other industry assets

got from the organization's tasks in the current enterprises. In order to build corporate strategy

and achieve profitability, it is critical to first identify the resources and skills of the organization,

and then identify the organization's primary strengths. Competencies and resources should be

larger than those of the company's competitors in order for the company to be strategically

valuable. The SAB Diversification Division is constantly on the go, developing products and

experiences that are both new and unbelievably seamless. This is an illustration of the company's

capabilities in terms of maximizing the use of existing resources in an efficient manner. All that

the organization does is injected with splendid reasoning and imagination, from the plan of its
 shape breaking cut jug to the business' weighty SAB Vision short film competition, which is

right now underway (Smale 2014). This was planned as a feature of SAB's sponsorship

procedure to give producers the opportunity play their short advertising clips during the business

breaks of smash hit films. HR, substantial assets, elusive assets, and gifts are totally needed for

the turn of events and execution of an organization's corporate methodology. This can only be

accomplished by an examination of environmental factors both within and outside the company.

Analysis of the 4Ps (marketing communications strategy)

SAB’s Marketing Mix analysis
SAB use a marketing mix that includes the four Ps of marketing: product, location, promotion,

and price, to encourage customers to patronize its products and services electronically. SAB's

strategy and marketing plan are built around the four Ps. Customers are interested in the beer

retail platform because of the company's marketing mix. It's a collection of SAB's marketing

techniques (Gauthier's et al 2014). SAB is South Africa's largest beer manufacturer, and

several competing platforms are becoming more powerful. As a result, the company faces a

growing competitive climate in the industry it serves, and if left uncontrolled, it would lose

market share to competitors. SAB can be robust in the increasingly competitive industry it

plays thanks to an effective and efficient market mix.

Product mix
SAB, as the world's largest beer manufacturer, provides customers with a wide range of goods

that align with the company's goal and vision. SAB's goal is to expand the number of

products and services accessible to customers on a constant basis (Sandström et al.2014).

Castle lager, Castle lite, Castle free, flying fish, lion beer, Brutal fruit, Redd's, Corona extra,

and a range of additional products and services are among the options available. SAB has a

solid product mix, which it is continuing to expand in order to meet expected client needs
 and desires.

Place and distribution

The many venues used by a corporation to reach its clients are referred to as the place and

distribution mix (Naver, 1990). SAB's principal means of contacting clients is over the

internet via its ecommerce platform, as well as with a large presence in the mainstream

media via advice, promotions, and endorsements. The company also conducts business and

interacts with its target clients through its website (Howarth, 2016). SAB's electronic

presence allows the company to simultaneously communicate with several customers across

the globe. Customers can visit the company's physical bookshops to purchase some of the

company's items in addition to its online presence. The organization also holds conferences

from time to time to engage physically with current and potential customers, as well as the

other stakeholders involved in its business operations. As a result, SAB has a strong market

position and distribution mix that includes both online and physical client engagement.

Prices and pricing strategies

When it comes to pricing and pricing strategies, it refers to how a company sets the prices of its

items and how it utilizes value level as an empowering influence to well contend while

staying beneficial in the commercial center (Lindc, 2011). Given the size of the organization

for this situation study, SAB depends on furnishing clients with the most ideal evaluating for

items and administrations. They achieve this by decreasing their expense of working together

and taking utilization of economies of scale. SAB utilizes three particular evaluating

methods, which are as per the following: market-arranged estimating procedures, value

separation valuing techniques, and worth based evaluating methodologies. SAB's essential

evaluating approach is one that depends on economic situations (Gensler and partners, 2013).

For every item and administration, the partnership looks at what rivals in the market are
 offering and, as a rule, tries to give clients a more ideal arrangement. Pricing discrimination

refers to a business approach in which a corporation offers different price levels for the same

product or service depending on the customer's needs. Customer location, preference, value

placed on a product, and a variety of other factors are taken into consideration when the

Company provides varied prices for the same product. When searching for the price of a

Castle Lager beer on the South African Beer Company's website, the price will be different

from the price you would find on a United Kingdom website (Lindeman et al. 2012). By

implementing this strategy, SAB is able to increase their profitability while also providing

customers with the impression that they are getting a good deal on their purchase.

Promotional Mix
SAB's promotional mix may be defined as any component of the company's marketing mix; it

refers to the strategies and methods that SAB use in order to inform and attract customers to

its products and services (Barr, et al., 2012). SAB employs a variety of strategies to

communicate its product offerings to clients, including the use of advertisements, deals

advancements, corporate social obligation, and customary direct advertising. Publicizing is

the frequently utilized sort of advancement (Jaworski, 1990). Organization pays a specific

measure of cash to organizations or people who work different sites or electronic stages in

return for the arrangement of ads on their site. These devices help in the organization's

capacity to contact an enormous number of clients who utilize distinctive online stages to

lock in. SAB, in the same way as other different organizations, conducts special endeavors to

gain new customers consistently to build deals. It is their arrangement to lessen the cost of

certain things in their online store and to draw a timetable during which purchasers can just

buy the thing at the marked down cost. SAB additionally offers a beneficent giving exertion

known as SAB grin that urges individuals to give to great motivations. This is a type of CSF
 marketing in which the firm distributes a percentage of the income it generates to a charitable

organization on their behalf. This has an impact on the mindset of customers who are more

willing to help others who are less privileged as a result of this. They purchase SAB items

because they believe in doing so and because they want to help those in need. As a result of

this endeavor, the company's image is enhanced in the eyes of its customers. Customer-

facing direct marketing is the practice of a corporation connecting directly with its customers

about its products and services offers. Using email, SMS, phone calls, placing advertisements

on its website and other kinds of contact, the company participates in direct marketing.

Direct marketing is targeted mostly at existing consumers, while it may also reach some new

customers. With direct marketing, a corporation can be confident that the message will be

received and understood by the target audience.

Recommendation for Improvement

Efforts to make the business components and the company successful are made possible via

collaboration and mutual influence between business and corporate strategy. Lesser businesses

that are right now interested in a single exchange have set up the one corporate level key choice

they have: which industry to join. Interestingly, less established areas consider expansion and

experience some of extra corporate system ends just as business level choices for the inventive

exchange unit, like whether to differentiate its activities (Esser et al., 2013). The development of

SAB, a starting lager maker, into the bear sector was an essential choice. Molson's business

proclamations were fixated on the best way to contend, and this later educated his employable

strategies, which included assembling, valuing, circulation, and publicizing, among different

parts of the organization's tasks. Another business methodology that has acquired prevalence as

the degree of worldwide contest has expanded is the joining of numerous business procedures.

SAB might decide to apply the procedure to make improvement in their capacity to: conform to
natural variances; acquire innovative abilities and aptitude; and master new abilities and skill

(Smale, 2014). Subsequently, shoppers can get esteem from item includes while additionally

addressing a minimal expense. Foundations that decide to utilize this strategy, then again, should

practice alert so as not to become caught in the focal point of the contention. For instance, not

being in a situation to effectively oversee cutthroat pressing factors and neglecting to accomplish

key seriousness are the two instances of key intensity. As indicated by Meyers et al. (2012), an

adaptable hierarchical construction is needed for the execution of an incorporated procedure. To

viably execute an incorporated procedure, it is important to have a guarantee to vital adaptability,

and dynamic cycles ought to be liquid, halfway brought together and to some degree

decentralized. Business openings are less explicit than they would be in a normally valuable

association, bringing about work force being all the more significantly propelled by the craving

for solidness among separations and a minimal expense of activity.

Conclusion
Conclusively, in the present cutthroat business world, it is basic for SAB to advance and lead an

imaginative and broad improvement measure inside the firm. A client driven methodology with

an emphasis on efficiency is at this point not adequate, as organizations should turn out to be

more innovative to adjust to changing business sector requests and stay in front of the opposition.

In case accomplishment is the ideal objective, the apparent vital changes in the professional

workplace presently call for employable administration. Notwithstanding the difficulties

presented by other cocktail organizations, South African Breweries were among quick to enter

the market and will keep on driving for quite a while.

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