Anheuser Busch InBev 2

In the Spring of 2020, Martin Suter, Vice President (ret.) E-Commerce for Anheuser Busch InBev faced an interesting challenge. His budget for the year had been locked in, but the onset of the Covid 19 pandemic had sparked sales revenues that were three times what had been expected. His concern was how to allocate his budget given the change in circumstances.

Interviewee

Martin Suter

Company

Industry

Business Activity

Anheuser Busch InBev

Beer

Wholesale and retail trade

Headquarters

New York

Size

Large

Employees

More than 10,000

Greater than $25 million

Yearly Revenue

Public Corporation

Type of Entity

Subject

Marketing

Level of Difficulty

Medium

Consider budget allocation possibilities

Teaching Objectives

Keywords

budget allocation

Additional Info
Teaching Note

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