Miller Corporation Case Study. This paper shall discuss the actions Miller (the beer company) has taken to maintain profitability in times of economic downturn. It shall also develop a list of best practices, which are being used by brewing organizations

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Miller Corporation

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Miller Corporation

This paper shall discuss the actions Miller (the beer company) has taken to maintain profitability in times of economic downturn. It shall also develop a list of best practices, which are being used by brewing organizations in the beer industry to respond to changes in macroeconomic factors such as GDP, unemployment, inflation and interest rates.

The brewing industry has witnessed many odds against their business, namely changes in the GDP, unemployment, inflation and interest rates fluctuations. However, it has survived the test of time, and proved to withstand the challenges, which the external factors posed. The main tool used by brewing organizations (like Miller Brewing Company) in such times is to concentrate more on their marketing policy with the intention to focus on a specific product (like (Miller Lite”) and a specific target market. This helps in concentrating focus of the company towards the drastic increase in revenue of the company by increasing sales in such hard times. (Buhner ,2003)The rise in revenue helps these brewing companies to offset the challenges posed by the macroeconomic factors like GDP, unemployment, inflation and interest rates.

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Philip Morris' Miller Brewing Company subsidiary, in an attempt to gain market share and in the process unseat Anheuser-Busch as the number one brewer, commissioned its applied research and development area to develop a "light" beer in total secrecy. In 1978 Miller Brewing released its new "light" beer with no advance test marketing, no pre-marketing advertisements and no press releases. The entire beer industry was caught by surprise. (Carter ,2004)This coup enabled Miller Lite to beat Schlitz Light to market by one full year, and in addition allowed Miller Brewing to realize a two full year marketing advantage over Anheuser-Busch's ...

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