...[pic] Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein I - Intro on company History of the company II - Environmental Analysis 1 - Economic forces 2 - Political & Legal forces 3 - Demand a)Total size of market b)Market share c)Characteristics of demand 1-When 2-where 3-how often costumers buy 4 - Competitive forces 5 - Technological forces 6 - Social/Cultural forces III - SWOT Analysis A. Strengths and Weaknesses B. Opportunities and Threats IV - Marketing objectives V - Marketing strategies A. Target markets B. Marketing Mix 1-Product 2-Pricing 3-Distribution 4-Promotion VI - Implementation - Marketing structure Bibliography I. Intro on company Heineken N.V. has wide international presence through a global network of distributors and breweries. It owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Its principal international brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruzcampo, Birra Moretti, Foster's, Maes, Murphy's, Newcastle Brown Ale, Ochota, Tiger, Sagres, Star...
Words: 4990 - Pages: 20
...International Marketing Assignment 1 1. Executive Summary We would like to apply Porter’s 5 forces of competitiveness to analyze in details the business environment faced by Carlsberg and Heineken in Malaysia. Detail of how Carlsberg and Heineken had done a good choice to take the risk of marketing in Malaysia is discussed below. The advantages and disadvantages of such decision are highlighted below as well. We then identify the generic strategies adapted by Carlsberg and Heineken successfully and describe the different generic strategies for different products of different segments in Malaysia. 2. Introduction of Beer Beer is one of the oldest human-produced beverages, possibly dating back to at least the 7th millennium BC (perhaps prior even to bread), and recorded in the written history of Ancient Egypt and Mesopotamia. Earliest known chemical evidence of beer dates to circa 3500-3100 BC. As almost any substance containing carbohydrates, namely sugar or starch, can naturally undergo fermentation, it is likely that beer-like beverages were independently invented among various cultures throughout the world. Today, the brewing industry is a huge global business, consisting of several multinational companies and many thousands of smaller producers ranging from brewpubs to regional breweries to increasingly popular home brewing and is selling more than 133 billion litres (35 billion gallons) per year - producing total global revenues of $331.8 billion in...
Words: 2379 - Pages: 10
...1. Cervecería Heineken, fundada en Amsterdam, visión cerveza más alta calidad. 2. Ganó medalla de oro en París 1889, una de las cervezas más vendidas en los Países Bajos. 3. En 1993, ventas netas 9.049 millones florines, utilidad 798 millones de florines. 4. 82% ventas a la cerveza, 18% bebidas gaseosas, alcohólicas y vino. 5. En 1993, ventas cerveza bajo supervisión Heineken 5.6 mil mm de litros (2do en el mundo) , Anheuser -Busch el primero con 10,000 mm de litros. 6. Ventas de marca, Heineken 1.52 mil mm de litros en 1993, otras marcas Amstel, Buckler y Murphy's de distribución internacional. 7. Heineken otorgaba licencia a fabricantes de cerveza extranjeros para que lo produjeran según la fórmula original. 8. No podía ejercer influencia sobre la forma en que un concesionario comercializada sus propias marcas, pero imponía un control riguroso sobre producción y comerciación. 9. El socio ideal para Heineken era aquel que no tuviera ambiciones internacionales para sus marcas locales. 10. Industria cervezera en 1990, cada vez más global, tendencia a mercados en desarrollo por creciente consumo per cápita que prometían crecer más rápido que en mercados maduros (países desarrollados). 11. Europa, excesiva oferta, presiones sobre margen, esfuerzos por segmentar mercado (tipos de cerveza). 12. 1993, Heinkeken 24% volumen total...
Words: 385 - Pages: 2
...Heineken N.V.: Global Branding and Advertising (Harvard Case) a. What are the Heineken's strengths and weaknesses? Is Heineken a global brand? The company presents a global approach but a local thinking manifesting itself through a different brand perception depending on the market. The strengths include: - World’s premium brand of beer characterized by being globally acknowledged - Well-arranged and effective acquisition strategy - Usage of attractive packaging and the feature of having a light flavor - Characterized by a rich tradition and history The weakness include: - Differences between brand image and positioning in various parts of the world - Lack of worldwide advertising campaigns - No strong customer loyalty and customer base tending to switch brands - Decrease in the volume of the sales b. How should Heineken brand be developed through marketing communications? Heineken should base on the results of the research projects and associate with the expression of head and heart – quality and historical origin complemented by huge dose of open-hearted friendship and reliability. According to the project Comet results, it would be necessary to re-build global credibility of Heineken brand image focused on its “good taste”, characterized by: excellent flavor, historically high quality of lager and premiumness perception (which was considered as price of entry). Heinken should reinforce and refresh...
Words: 267 - Pages: 2
...Heineken N. V. Annual Report 2013 Front cover image igNITE beer bottle We are always committed to surprising and exciting our consumers. That’s why we have introduced the interactive igNITE beer bottle. The bottle lights up when you ‘CHEERS’ or drink and flashes along to the beat of the music. It ignites the night. Annual Report 2013 Contents Overview Report of the Executive Board Report of the Supervisory Board Financial statements Other information Welcome to HEINEKEN HEINEKEN is the world’s most international brewer with its brands available in 178 countries around the world. We are We value We want A proud, independent, global brewer committed to surprising and exciting consumers everywhere. A passion for quality, enjoyment of life, respect for people and our planet. To win in all markets with Heineken® and with a full brand portfolio in markets where we choose. Overview 2 The Quick Read Regional Review 16 Our Regions 58 Consolidated Statement of Cash Flows Report of the Executive Board 3 Chief Executive’s Statement 17 60 Consolidated Statement of Changes in Equity 5 Outlook 2014 19 6 Executive Committee 20 Central and Eastern Europe Contents Operational Review 8 Our Business Priorities 10 Grow the Heineken® brand 11 Consumer-inspired, customeroriented and brand-led Africa Middle East 18 Americas Asia Pacific 21 Western Europe ...
Words: 68409 - Pages: 274
...Title: “Who Will Take Over” View Point: The Heiress (Charlene de Carvalho) Time Content: Current I. Problem Statement Who will take over of the business operations of Heineken, which is the world’s 3rd largest brewer considering that the owner and founder has only one legitimate heir who has no experience in handling such business? II. Statement of the Objective Be able to identify who will take over the operation of Heineken within the most reasonable time and who can be effective in ensuring that the company will remain profitable and competitive in the market maintaining the legacy and brand name built by the founder of the company. III. Areas of Consideration Strengths * Heineken is a well- established company and its product is well known to the market. It’s the world’s 3rd largest brewer. * The company has a strong business penetration in the Americas and Europe markets. * The company has Jean Francios van Boxmeer as the company’s CEO who was considered to be one of the top CEO’s of the world. He has a strong and reputable experience in improving the company’s financial statement. Weaknesses * The death of the owner/founder of the company, Freddie had made the company’s management and its shareholders worried about the future of the company. * Charlene who is the only legitimate heiress has no experience neither an exposure to the actual operation of the company. She also does not have...
Words: 1575 - Pages: 7
...International Case Analysis – Heineken Ronald J. McIntosh MG 495 Strategic Management - Winter 2014 City University of Seattle Abstract Heineken begins it story as a company in 1864 when its founder, Gerard Adrian Heineken purchased a small brewery in Amsterdam, Netherlands. Since that time, multiple generations have expanded the Heineken brand to be the third largest brewer in Europe and expanded its branding reach globally. The company’s portfolio includes 170 international premium, regional, local and specialty beers to date and is considered one of the world’s great brewers. These premier brands are available in just about every country globally as well as being recognized as an international premium beer brand (Euromonitor International, 2012). In its branding expansion efforts, the company offers international premium, along with local, regional, specialty beers and ciders. Examples of this can be demonstrated by the acquisition of Scottish & Newcastle followed by the acquisition of FEMSA, Mexico’s second largest brewer and merging its position in the Middle East and Africa with purchases in Nigeria and Ethiopia (Euromonitor International, 2012). Key Learning Points External Environment ...
Words: 1700 - Pages: 7
...Assessment 2 Topic: The effectiveness of the Strategic Management Practices of the Organization. Company Name: Heineken 1. Introduction: Competitive advantage is a common word in business world. Organizations practice Strategic Management, which consists analysis, decisions & actions to create & sustain competitive advantages. It contains two essential sides to get in to the main perspective of Strategic Management. First, strategic management is an ongoing process, which are analysis, decisions & actions. It is mainly focused on analysis of strategic goals- vision, mission & objectives with the internal & external environment of the organization. Afterward, comes the decision making process. The higher authority needs to take all the strategic decisions. In this level, two important questions arise. What industries should we compete in & how should we compete in those industries? After sort out these questions, action must be taken accordingly. Second task is to analyse why & how some firms outperform others. Managers need to focus on gaining the competitive advantages, which must be sustainable. That means focusing on two fundamental questions: How should we compete in order to create competitive advantages in the marketplace? Michael Porter argues that sustainable competitive advantage cannot be achieved through operational effectiveness alone. Most of the popular management innovations of the last two decades-total quality...
Words: 2829 - Pages: 12
...Slide 1: Cover Slide 2: Agenda Slide 3: Background of Heineken Dutch brewing company Heineken International was founded by Gerard Adriaan Heineken in 1873. The Heineken brand is available in almost every country around the globe, and it is the world’s most valuable international premium beer brand. * Target Market: income generating consumers of 20 to 40 year old men and women who are less price sensitive than the average beer consumer but slightly more price sensitive than the higher income wine drinkers. Slide 4: Campaign “Open your world” * Background: Famous for its tennis sponsorship, Heineken decided to undertake expansion-purposed “open your world” campaigns based on the music platform in order to connect with wider and broader beer/wine consumers in 2010 Dec. Ranging from TVCs, online Facebook activity, interaction event as well as packaging change (modern design, lower cost). Slide 5: Video show “The Switch” * Agency: Wieden+Kennedy * featuring the song ‘The Golden Age’ by Danish alternative pop group. The series showcases a man with impeccable style who arrives at a party, interacts with the guests in so many ways before saying yes to a freshly branded bottle of Heineken. * The series follows through with shorter clips providing insights into each guest’s story. The series is released on social media in 2010 Dec. and launched on television in 2011 Feb.. Slide 6: “The Switch” Analysis results * Role and Objective: As the first Ad...
Words: 838 - Pages: 4
...fermented beverage. The brewing industry is a global business, consisting of several dominant multinational companies and many thousands of smaller producers. We estimate that the global beer market represented approximately 1.85 billion hectoliters in 2010, producing total global revenue of approximately $160 billion. The most dynamically growing regions have been Asia Pacific and Africa/Middle East, which have seen the highest real GDP growth. The highest density of breweries in the world, most of them microbreweries, exists in the German Region of Franconia, especially in the district of Upper Franconia, which has about 200 breweries. In 2012 the four largest brewing companies controlled 50% of the market: Anheuser-Busch InBev, SABMiller, Heineken International, Carlsberg Group. Using the PESTEL analysis, the political factors are the actions against overconsumption and the restrictions by government (prohibition, taxes), the economical factors are the cost reduction, rise prices of packaging, and economy crisis. The fitness and health, the face of customers drink more wine than before, and the demand for flavered beers are the social factors of beer industry. The technological ones are the new brands and flavors, the innovation in beer production, increase in efficiency, and the centralization of production and administration. The acquisition and mergers, the green companies, and the lower pollution are the environmental factors and the legal circumstances are the question of drink...
Words: 1028 - Pages: 5
...UNIVERSITY OF BALLARAT FACULTY OF BUSINESS, ENVIRONMENT & SOCIETY MASTER IN BUSINESS ADMINSTRATION MARKETING COURSEWORK MARKETING MIX OF TIGER BEER STUDENT NAME : ARORA SAURABH STUDENT ID NUMBER : G1136238P LECTURER : THAM YUEN HOI Declaration of originality This is to certify that the work is entirely my own and not of any other person, unless explicitly acknowledged (including citation of published and unpublished sources). The work has not previously been submitted in any form to the University of Ballarat or to any other institution for assessment for any other purpose. Signed _________________________________________________ Date ___________________________________________________ Word Count - Number of Pages: 15 - Number of Words: 2361 * Exclude Cover Page * Exclude Reference list Table of Contents 1 EXECUTIVE SUMMARY 2 1.1 Introductory Sentence 2 Tiger Beer Product 2 1.2 Major Findings 2 1.3 Major Recommendation 3 1.3.1 Use its resources to increase the quality of their product 3 1.3.2 Reducing hangover percentage for consumer 3 2 Introduction 4 2.1 Background 4 2.2 Purpose 4 3 Description and the evaluation of the 4Ps 5 3.1 Description of Tiger Beer 5 3.2 Product 6 3.2.1 Tiger Beer Crystal 6 3.2.2 Tiger Super...
Words: 2528 - Pages: 11
...| Heineken: Road to the Final | | | 1. INTRODUCTION Beer is world’s number one consumed alcoholic beverage suitable for different consumption areas such as home, restaurants, night clubs, bars, beaches etc. Beer’s worldwide popularity makes brewing industry one of the largest global industries in the world. More than 140 billion liters are sold per year generating revenues of more than $490 billion by 2013. Beer consumption differs for various countries. Czech Republic is leading the consumption with the average of 132 liters per capita. Germany, Austria, Ireland and Canada are the countries following the Czech Republic with the consumption over 100 liters per capita. Considering the global popularity of beer, there are countless brewery companies all around the world. 2. COMPANY PROFILE Heineken is a Dutch brewing company which was founded in 1864 by Gerard Adriaan Heineken in Amsterdam. The company owns around 200 breweries in more than 70 countries. Heineken is the 3rd largest brewer in the world by producing almost 140 million hectoliters of beer yearly. The company holds more than 250 brands globally including Amstel, Birra Moretti, Cruzcampo, Deperados, Dos Equis, Foster’s, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Tecate, Zlaty Bazant and Zywiec. It also produces ciders under the brands Strongbow Gold and Bulmer’s. Operating all around the world, Heineken divides its operations into 5 global districts: Western Europe, Central and Eastern...
Words: 1959 - Pages: 8
...Heineken N. V. Annual Report 2013 Front cover image igNITE beer bottle We are always committed to surprising and exciting our consumers. That’s why we have introduced the interactive igNITE beer bottle. The bottle lights up when you ‘CHEERS’ or drink and flashes along to the beat of the music. It ignites the night. Annual Report 2013 Contents Overview Report of the Executive Board Report of the Supervisory Board Financial statements Other information Welcome to HEINEKEN HEINEKEN is the world’s most international brewer with its brands available in 178 countries around the world. We are We value We want A proud, independent, global brewer committed to surprising and exciting consumers everywhere. A passion for quality, enjoyment of life, respect for people and our planet. To win in all markets with Heineken® and with a full brand portfolio in markets where we choose. Overview 2 The Quick Read Regional Review 16 Our Regions 58 Consolidated Statement of Cash Flows Report of the Executive Board 3 Chief Executive’s Statement 17 60 Consolidated Statement of Changes in Equity 5 Outlook 2014 19 6 Executive Committee 20 Central and Eastern Europe Contents Operational Review 8 Our Business Priorities 10 Grow the Heineken® brand 11 Consumer-inspired, customeroriented and brand-led Africa Middle East 18 Americas Asia Pacific 21 Western Europe ...
Words: 68409 - Pages: 274
...Planul de Marketing pentru berea Heineken 2011 Introducere Scurt istoric Traditia Heineken începe în 15 februarie 1864, când Gerard Adriaan Heineken cumpara fabrica de bere Heystack din Amsterdam.Printre primele premii care atesta valoarea companiei si a produselor acesteia este cel obtinut la târgul mondial din 1889, Heineken câstigand atunci Diploma Grand Prix. În 1914 Henry Pierre Heineken a preluat conducerea companiei iar în 1928 Heineken face primii pasi spre o publicitate internationala unica, devenind furnizorul exclusiv de bere la Jocurile Olimpice din Amsterdam. Sub conducerea lui Henry, Heineken a devenit dintr-ocompanie nationala, o organizatie internationala, în 1931 punând bazele primei fabrici înafara granitelor Olandei, Malayan Breweries. Alfred Heineken, urmatorul membru al familiei care a condus organizatia a fost celcare a pus bazele unui lung fir de campanii publicitare de succes, Heineken devenind astfeluna din cele mai puternice marci din lume. Dupa moartea lui Alfred în 2002, fiica acestuia Charlene de Carvallho- Heineken, continua traditia familiei implicându-se în conducerea companiei. Astazi, Heineken este principalul producator de bere din Europa si numarul 3 în topul mondial al producatorilor de bere. Heineken produce peste 170 de varietati de produse cu gust de savoare locala, acestea fiind prezente în aproape orice tara de pe glob. Heineken România numara peste 1500 de angajati are cel mai variat portofoliu de produse de pe piata...
Words: 3367 - Pages: 14
...Organizational external environment for Heineken First we describe the term ‘organziational external environment’, before linking to Heineken. The ‘organziational external environment’ is a combination of events, conditions, entities and factors surrounding an organization that influence its choices and activities, and determine its risks and opportunities. Operating environment is oftenly used instead of the organizational external environment. The first Organizational external factor we will take a look at is the customer segment. Due to the fact that Heineken operates all over the workld, we can state that it is hard to satisfy all these customers needs with only one type of product. Heineken owns over 250 local, regional and international speciality brands aswell as other beverages, thus meeting a wide range of consumer preferences and tastes. In addition to their ‘flagship’ Heineken brand they continuously invest in the expansion of their other global brands, for example including the commonly know Strongbow, Desperados, Sol and the dutch Amster Premium Pilsner. These are all brands which increase the rate of innovation for Heineken to drive top-line growth which refers to an overall growth rather than a segment growth. Besides this, a world-class in-store execution and strong customer management capabilities enable Heieken to create value for customers as well as for the long-term business success. When we take a look at governemntal factors influencing an organization...
Words: 585 - Pages: 3
