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The South African Breweries (SAB) has been operating since 1895 and holds 98% of the market share in the South African beer market.
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Introduction The South African Breweries (SAB) has been operating since 1895 and holds 98% of the market share in the South African beer market. South African Breweries Vision statement states: "To be ranked amongst the top three brewers in any country in the world, by any key measure." Their mission statement says: "To be a leading brewer, manufacturer and marketer of fine quality beers and other long alcoholic drinks in a socially responsible and progressive manner." Graham Mackay, group chief executive of South African Breweries, has developed a strategic management strategy by encompassing the vision and mission statements into his plans for SAB's future. Mackay is trying to move SAB from a more diversified South African conglomerate to a more focused global beer company. Included in SAB's portfolio is a careful balance of long-established, well-known brands such as its flagship Castle Lager. This accounts for over 50% of SAB's sales. Other...
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