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Kimberley Fisheron 14 March 2013
Transcript of Heineken Case
Marketing & Sales
Administration Difficult to Imitate? Difficult to Substitute? Strengths Weaknesses Opportunities Threats One of the world’s largest global beer brewer (3rd)
Large distribution network
Brand recognition Not capturing the younger demographic (currently successful with 30-40s)
Higher beer prices Potential for additional acquisition and partnerships
Expansion to other categories (cider) to appeal to health conscious or non-alcoholic beverage consumers Large acquisition of competitors
Economic recession in many parts of the world
Increasing preference of wine and liquor to beer
Increased restriction on beer drinking, and increasing taxes Thank you!