SAP Watch

Jul 14 2008   10:59AM GMT

InBev’s Anheuser-Busch takeover: an SAP win-win

JackDanahy Jack Danahy Profile: JackDanahy

Anheuser-Busch has agreed to a $52 billion takeover offer from Belgian beer company InBev. The deal will create the world’s largest beer company and generate plenty of possibilities in the SAP domain, as both companies are SAP customers. Anheuser-Busch runs SAP online procurement and supply/demand chain applications (the BudNet portal tracks distributor sales in order to give Anheuser-Busch an almost real-time picture of demand) as part of its larger use of SAP for Consumer Products; Anheuser-Busch is also a Business Objects customer. InBev runs SAP CRM and HCM.

Since InBev and Anheuser-Busch don’t significantly overlap in terms of their use of SAP, there’s a clear opportunity here for InBev to take over (and, indeed, globalize) the SAP software that Anheuser-Busch has successfully implemented in the U.S. Meanwhile, InBev could export its SAP CRM and HCM instances to Anheuser-Busch’s operations.

It’s rare for two large companies in the same space to have such different SAP footprints, but in this case there’s a lot of upside for InBev. The combined entity will have a comprehensive, non-overlapping portfolio of SAP resources that could be very valuable in improving global sales and execution processes.

Demir Barlas, Site Editor

3  Comments on this Post

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  • Ken Gorf
    But the "upside" needs to be nurtured. Both systems should be base-lined at the core level to assess how much customisation has been made to each. Then check how much deviation has occurred across their various business units. Then set the rules for putting right earlier mistakes. Then set the policies for moving forward on a common template. Interesting to note that there is no statement of which release each is currently running, nor their plans for ECC 6. As long as they don't mess with the beer.
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  • kfs
    I see you are drinking the SAP Kool-Aid! Now let's get the facts right. 1) BudNet is all Teradata and Oracle, no SAP and little or no Business Objects. 2)Much of AB's Supply Chain and Demand Chain is i2. Most of it is custom. Very little if any of it is SAP. 3) InBev uses CAS for CRM, not SAP. 5) AB has a very comprehensive Oracle based Sales and Execution System -- that SAP simply can't match.
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  • PLowther
    I'm looking into the ERP systems deployed at both organisations. The case study regarding SAP CRM at Inbev would contradict KFS's comments, which may beg the question of the integrity of the other comments. Link:
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