Ab Inbev Analysis

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October 3, 2011 JPBs Corporate Communication: Anhueser-Busch InBev Project Part 1: Stakeholder Assessment and Issue Management I. Introduction My name is JP Buckley and I am the Vice President of JPBs Corporate Communication, one of the top corporate communication agencies in the world. We thrive on devising the best communication strategies for companies who are looking to strengthen their organization as a whole, their reputation, and their brands. A month ago we received a call from the Belgium beer company Anhueser-Busch InBev, “the leading global brewer in one of the world’s top five consumer product companies.” AB InBev has over 200 brands, namely Budweiser, Stella Artois and Beck’s, and has the number one or two positions in 19 countries. However, in this rapidly changing society and competitive industry, there is no room for complacency. JPBs Corporate Communications is going to devise a new strategy for AB InBev so that it will operate at its fullest potential and continue to be successful. We will be doing this by first analyzing key stakeholders and then assessing the major issues AB InBev is up against. II. Key Stakeholder Identification At JPBs Corporate Communications, we understand the value and influence that stakeholder groups have. With a company of this size and worth, especially since the merger with American brewery Anheuser-Busch in 2008, there are many different stakeholder groups. From consumers to non-governmental organizations and everything in between, every group is recognized and treated with the utmost consideration and respect. However, when planning corporate communication strategy, some stakeholder groups outweigh others in terms of importance to a company. The following is the top five stakeholder groups for AB InBev. The number one stakeholder group to Anhueser-Busch InBev is the consumers. Obviously, AB InBev would

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