Business Strategy

SABMiller faces many difficulties in attempting to gain market share and meet its priorities of developing a strong brand in its local regions of operations. Much of the problem associated with meeting SABMillers strategic priorities involves marketing focus and promotional strategy as it is linked with existing European markets and emerging market characteristics. The inability, as one example, to differentiate between light beer products in its Miller division gained from acquisition in 2003. Consumer attitude and behaviour as it is related to beer preferences and the pricing structure guiding light beer varieties is just one example of the consumer-based struggles facing SABMiller in the current operating environment. Therefore, marketing should be the strategic priority for