Political

There will be a political influence on Budweiser because this is a joint venture between
Belgium and Brazil. Furthermore, marketers must thoroughly research the rules and
procedures governing the exportation of their products to foreign markets, as well as the
importation of the supplies. Moreover, because of the severity of the Covid epidemic in
Vietnam, the Vietnamese government has implemented rules that require individuals to
wear masks when going out, otherwise face severe penalties. As a result, Budweiser
marketers devised a one-of-a-kind marketing plan that involves giving away a mask
while purchasing beer, which has enhanced the image of the brand in the middle of the
Covid epidemic. (Vietshowbiz, 2020)

(Source: Vietshowbiz. com)

Economic

(Source: Tapchitaichinh.vn)

Budweiser's business is also influenced by economic issues. According to

Tapchitaichinh (2015), in 2014 Vietnam's GDP rose by 5.98%. Based on the datas
about Vietnam's economy, the Marketing department at Budweiser recognized the
potential for Vietnam's economy to develop. Moreover, Vietnam's human resources are
plentiful and its labor costs are low, and the country has a wealth of manufacturing
experience. Accordingly, AB InBev established a Budweiser brewery in Binh Duong in
2015. Therefore, Budweiser can now swiftly and conveniently deliver excellent beer to
consumers in Vietnam particularly and Southeast Asia generally, thanks to the
inauguration of this brewery in Vietnam. (Duong, 2015)

Social
One of the most essential aspects of marketing strategy is the social component. It has
been realized by Budweiser's marketing staff that Vietnam is a country with a strong
sense of national pride and a desire to promote itself to the rest of the world. In 2018,
Viet Nam's national football squad took part in the World Cup. Therefore, they took
advantage of the chance to enhance the brand's impact; as a result, Budweiser
collaborated with music producers Touliver and Rhymastic to create the song "We are
the rising king". For Vietnamese football fans, it has been a campaign that demonstrates
its effect on football enthusiasts, particularly young Vietnamese people.

Technology
Marketing department of Budweiser discovered that a significant number of Vietnamese
individuals use the internet and mobile applications. As a result, Budweiser has
promoted the advancement of the field of digital marketing. Budweiser created
Facebook Budweiser Vietnam in order to approach and connect with Vietnamese.
Moreover, it frequently updates events and promotions, as well as advertising,
marketing campaigns, and minigames, on its Facebook page in order to become closer
to and improve brand recognition with customers.

Legal
In Vietnam, beer is illegal for anybody under the age of 18, so Budweiser has pledged
to exclusively promote to those who are at least 18 years old. Budweiser will not utilize
any signs, pictures, items, cartoon characters, celebrities, music, language, or any
content that is particularly attractive to minors. Budweiser will also work with artists who
are at least 25 years old, and all members of Budweiser's promotional staff must be at
least 25 years old while executing promotion of the brand. (AB InBev, nd)

Environmental
Environment and climate change are major concerns for Budweiser. When creating
excellent beer bottles for customers, the Budweiser manufacturing firm uses a solar
energy system to reduce the environmental effect of its manufacturing activities. As part
of their strategy, by 2025, they intend to employ 100% of the power produced from
renewable sources, such as solar and wind, in their production. Due to its responsibility
to the community and the environment, Budweiser has made a positive impression on
customers. (Thegioiso, 2019)

References
AB InBev (no date) Bộ Quy Tắc Truyền Thông và Tiếp Thị Có Trách Nhiệm 2.0. [pdf]
Available at: https://www.ab-inbev.com/content/dam/universaltemplate/ab-
inbev/sustainability/AB%20InBev_RMCC%202.0_Vietnamese_FINAL.pdf (Accessed:
23 August 2021)
Duong, T. (2015) Nhà máy sản xuất bia Budweiser tại Bình Dương đi vào hoạt động.
[online] Available at: https://www.vietnamplus.vn/nha-may-san-xuat-bia-budweiser-tai-
binh-duong-di-vao-hoat-dong/323851.vnp (Accessed: 23 August 2021)
Tapchitaichinh (2015) GDP năm 2015 đạt mức cao nhất 5 năm qua. [online] Available
at: https://tapchitaichinh.vn/nghien-cuu-trao-doi/gdp-nam-2015-dat-muc-cao-nhat-5-
nam-qua-103556.html (Accessed: 23 August 2021)
Thegioiso (2019) AB InBev Việt Nam muốn tự chủ điện năng từ năng lượng tái tạo
trong sản xuất. [online] Available at: https://tgs.vn/doanh-nghiep/ab-inbev-viet-nam-
muon-tu-chu-dien-nang-tu-nang-luong-tai-tao-trong-san-xuat/ (Accessed: 23 August
2021)
Vietshowbiz (2020) Dàn sao Việt cá tính cùng khẩu trang đậm chất riêng từ Budweiser.
[online] Available at: https://vietshowbiz.net/dan-sao-viet-ca-tinh-cung-khau-trang-dam-
chat-rieng-tu-budweiser/ (Accessed: 23 August 2021)