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BudNet

BudNet. Kara Francis Chapter 8 Closing case 1 BCIS 340 Fall 2009. What is BudNet ?. BudNet is a network of data from over 700 U.S. distributors who work for Anheuser-Busch . It was the first in the Beer industry to tap into the technology field.

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BudNet

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  1. BudNet Kara Francis Chapter 8 Closing case 1 BCIS 340 Fall 2009

  2. What is BudNet? BudNet is a network of data from over 700 U.S. distributors who work for Anheuser-Busch. It was the first in the Beer industry to tap into the technology field. BudNet is Anheuser-Busch’s secret weapon which enabled them to raise its market share from 48.9% to 50.1% within a single year.

  3. What is BudNet? • The data that BudNet provides allows the sales representative to immediately know what products are selling, which campaigns are successful, and what needs to be done to help the customer’s business. • The information provided can be easily accessed by a handheld PC. • Accounts receivable • 4-week inventory history • Past sales • Package placements • Competitors information • Product display • Pricing strategies • promotions

  4. What is BudNet? The BudNet network also tells Anheuser what you paid, when that beer was brewed, whether it was purchased warm or chilled, and whether it was cheaper at another store or not. The network has added efficiency into the beer supply chain.

  5. How BudNet works Every night information is entered into BudNet by several thousand beer distributors and sales representative. This allows Anheuser-Busch managers to adjust production and perfect marketing strategies.

  6. The BudNet Process Sales reps collect new orders and track competitors’ marketing efforts on PDAs and laptops. Distributors compile the information and send it daily to Anheuser corporate headquarter. Anheuser brand managers analyze the info and make decisions for distributors. Distributors log on to BudNet to get latest intelligence. Sales reps rearrange displays and stock based on those recommendations.

  7. BudNet • Anheuser-Busch has made a deadly accurate science out of determining what beer lovers are buying, as well as when, where, and why. • Anheuser uses BudNet’s information to: • Constantly change marketing strategies • Design promotions to suit the ethnic makeup of its markets • Early warning radar to detect where rivals might have an edge.

  8. Question 1 How many distributors are involved in the BudNet network? 400 500 600 Over 700

  9. Question 2 T or F: BudNetwas the first in the Beer industry to tap into the technology field.

  10. Discussion Question BudNethas not just added efficiency into the beer supply chain; it is changing the dynamics of the industry. What other industries do you think could benefit from creating a network like BudNet?

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