Ken Mark wrote a case focusing on Anheuser$-$Busch InBev's Budweiser brand in Canada in collaboration with Professors Michael Taylor and Miranda Goode. The case highlights Labatt Brewing Company's concerns about a decline in Budweiser consumption among the $19-24$ age group in Canada, despite the brand's popularity. Labatt aimed to reverse the decline through targeted marketing strategies. The case delves into the Canadian beer industry, discussing market segmentation, consumer demographics, and key competitors. It explores Budweiser's historical background, brand image, and marketing initiatives, such as the successful Red Light campaign targeting hockey fans.

The case delves deep into consumer perceptions and the challenges faced by Budweiser in staying relevant, particularly with the younger demographic. It analyzes Budweiser's marketing strategies, consumer insights, and the evolution of its core brand positioning. The team at Labatt grapples with creating effective marketing plans to engage the $19-24$ age group while maintaining the loyalty of their core consumer base aged $25-35.$ They explore options like music festivals, food, and travel partnerships to resonate better with Millennials. The case emphasizes the importance of ROI metrics and data$-$driven decision$-$making in guiding marketing efforts.

Labatt$$s senior manager leads discussions on revisiting Budweiser's core consumer insights, enhancing brand messaging, and developing relevant marketing campaigns to connect with the target audience effectively. The case presents the team's efforts in adapting advertising creatives, analyzing consumer feedback, and refining Budweiser's brand narrative to align with consumer perceptions and preferences. Through market research and consumer insights, Labatt aims to revitalize Budweiser's brand image and appeal to a broader demographic while staying true to its brand ethos of 'living life on your own terms.$\text{'}$

The document contains data on various commercial elements, respondent recall, and advertising messages to help analyze and improve commercials' effectiveness for product promotion. The data highlight key insights for brand managers.

Answer the following in bullet points one sentence each.$$ What is the current situation and business performance for Budweiser?

$$ What are the firm$$s competitive advantages?

$$ What are the firm$$s short and long$-$term objectives including their objectives for their customers and retailers $($what we want them to think and say about us$)?$

$$ What is Budweiser$$s current positioning $($i$.$e$.,$ key differentiator$)?$

$$ Is it clear? Is it highly differentiated from competitors? Is it sustainable over the long term?

$$ Why has Budweiser been successful to date?

$$ How much of their success is due to the marketing strategy decisions they have made and executed versus riding the wave of interest in non$-$alcoholic beers and craft beer products?

$$ This section must include what you learn from this analysis to inform the decisions you are making in this case.$$ What business is Budweiser in$?$

$$ Appropriate alternatives should be identified. $$ Your external situation analysis must cover the consumer $($the person who shops the market$),$ Budweiser$$s customers, competitors, marketing distribution channels, any other relevant stakeholders and any relevant external factors $($PESTLE$).$

$$ Remember to only include PESTLE factors that are relevant to the company$$s current situation and the decisions that you are making for the company.