Business Case Studies & Business Publications

AB InBev: Market Power in the New Antitr...

Murphy, Daniel, Sa...

Case

AB InBev: Market Power in the New Antitrust Era

Murphy, Daniel; Saffie, Felipe; Harrison, Bryan

GEM-0222 | Published July 10, 2024 | 13 pages Case

Collection: Darden School of Business

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Sally Maven had advised many clients about pricing strategies over the years, but in the fall of 2023, she felt anxious about how to direct her newest customer, multinational brewer Anheuser-Busch (AB) InBev. Antitrust authorities had scrutinized AB InBev on multiple occasions in the past, and as a prominent player in the drink market, the company seemed like a possible target for future inquiry. Even if market circumstances warranted raising prices of AB InBev products, would doing so be wise given the potential for action by the Federal Trade Commission (FTC)? This case was written for use in Darden’s global economies and markets (GEM) core course for a class on the economics of market power. The case helps students understand the differences in profit-maximization for firms in monopolistic and competitive markets while compelling students to think about various issues that can influence the ultimate price of a product. Using demand and cost schedules for AB InBev, students will need to calculate the firm’s optimal price for a six-pack of beers under multiple demand scenarios. With the potential for FTC scrutiny in mind, students will need to consider whether to recommend a price that maximizes short-run profits or an amount closer to the competitive market price.