Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Copy of Heineken Presentation

No description
by

Nancy Lopez

on 14 August 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Copy of Heineken Presentation

Heineken Beer
A Presentation by Mayra Ocampo, Nancy Lopez, Fitri Mulatsari, and Rose Kerbein
Heineken Mission & Values
Heineken History
Industry Analysis
Current Strategy
PESTEL
SWOT Analysis
Business Level Strategy
Heineken International Products
Media
Questions or Comments?
Strategic Alliances
VRIO
Brand
Culture & Values
Marketing, Branding, Innovative
Well Structured, Strong Management
Core Competencies
San Francisco State University
Business 690 Section 6
Professor Martinez
Summer 2014

THANK YOU FOR YOUR ATTENTION
Mission:


“We delight consumers, day in day out, with perfect cider and beer brand experiences!”
Values:
Passion for quality
Respect
Enjoyment
Founded in Amsterdam in 1864 by Gerard Adriaan Heineken. Had a vision to brew the best beer of his time and to let the world know.

1932 Heineken co-founds Malayan Breweries and begins brewing Tiger beer.

1933 begins importing to America

1968 it acquired Amstel

2007 it acquired Krusovice in the Czech Republic

2010 it acquired FEMSA of Brazil and Mexico (Sol, XX, Tecate)

2012 it acquired Asia Pacific Breweries

Heineken original
Amstel and Amstel Light
Star
Fosters
Gosser
Newcastle Brown Ale
Zlaty Bazant
Sagres

Heineken owns brands in North and South America; West, Central and Eastern Europe, Africa, and Southeast Asia
Strengths
Weaknesses
Threats
Opportunities
Brand Identity
Packaging
Experience
Mass Market vs. Price
Brand Image
International Competition
GMS
Public Health Policy
US Domestic Competition
Sponsorships
Low Calorie Beer
Emerging Markets
Sustainable Development Engagement
2nd largest brewer in the world by revenue

Highest beer brand equity in the world

Diverse product portfolio

Leader and largest beverage distrib. in Europe

Broad geographic footprint

Strong track record of growth

Investment focused on high growth markets

Captures opportunities in emerging markets
P: Negative social and health consequences. Strict Regulation of alcohol

E: Exchange rates. Vulnerable to fluctuation of raw materials. Emerging markets unpredictable

S: Demographics of beer drinkers is changing. Health and well-being can be a factor in both low and high sales. Global middle class growing. Preference of local vs. imported beer

T: Analytic technology progressing to capture more data and reach more customers. Many new marketing opportunities

E: Many opportunities to reduce energy use
cost-effectively in brewing industry

Sustainable Agriculture Initiative Platform

European Roundtable

International Sustainability Alliance

Beverage Industry Environmental Roundtable

AIM-Progress

Global Alcohol Producers Group

International Center for Alcohol Policies

Consumer Goods Forum
Business driven to sustainably grow their brand globally in all markets
Drive personal Leadership
Strong customer service management = long-term consumer value
5-Forces Model
Threat of Substitutes:
High


Threats of New Entry Entry:
Low

Bargaining Power of Buyers:
High

Bargaining Power of Suppliers:
Medium

Competition/Rivalry:
High
L: Import tax. Market liberalization.
Broad Differentiation
Seeks to create higher value by delivering products with unique features

Multiple strong global and local brands, and balanced beer portfolios that meet all consumer needs

Committed to using only the purest, and highest-quality ingredients in their brews

Innovation
Corporate Level Strategy
Acquisition, Joint Venture

The acquisition of APB (Asia Pacific Breweries) in November 2012


Joint venture agreement in May 2013 with Alliance Brewery Company Ltd (ABC) in Myanmar
Recommendations
Increase Advertising:
Younger market = Brand Loyalty
Spanish-language (Increase sales has come from the spanish speaking market)
Increase presence in convenient stores
Vertically Integrate
Make own ingredients
Supply chain efficiency
Look into recycled glass
Push to Develop
Low-carb/ Low-calorie beers
Customer Strategy
Objectives
Strategic objectives:
Cultivate the Heineken brand
Consumer driven
Capture opportunities in emerging markets
Leverage the benefits of global scale
Drive personal leadership
Embed and integrate sustainability
Invest in brands and innovation for growth
Full transcript