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Explain large number of sports team endorsements

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Reference no: EM132918659

Please answer all the questions below:

We discussed the way Anheuser-Busch competed in the light beer market. It entered the light beer market relatively late, but developed a very aggressive marketing campaign that entailed locking up a large number of sports team endorsements. 

  • Why did these endorsements enable AB to attract the best distributors and make these distributors willing to accept a lower share of the retail price than they would be willing to accept from another brewer? 
  • Why do you think Miller chose not compete with AB for these endorsements, or try to attract the better distributor away from AB? APPLY THE CONCEPT OF TRANSACTIONAL COMPETITIVE ADVANTAGE

Reference no: EM132918659

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