Strengths | Weaknesses | * 200 beer brandsStrong differentiated * Global marketOperating in 70 countries * Brand recognitionGreen bottleMini kegLogo | * Conservative culture (play it save)Struggle to obtain large breweries * Not consumed by younger beer drinkersAverage consumption age is 30 * Price$10 per six pack - Heineken$7 per six pack - domestic beer | Opportunities | Threats | | |

Strengths
One of the strengths of Heineken is the business strategy, with this business strategy has Heineken profiled themselves on the world market. Heineken started its business in Amsterdam (The Netherlands), and they exported products to markets in the U.S and other countries in 1920. By expanding the market, Heineken is not only established as well-known and reliable global brand for consumers, but they are also known as a business that opened the doors for international acquisitions. Heineken has a various brand portfolio with 200 global brands in it. This various portfolio gives Heineken a strong differentiation advantage. . Lastly, the design of the logo and the bottle are other strengths that make Heineken a successful global brand. The green bottle design and the mini keg products catches the consumers attention strongly.

Weaknesses
Heineken has also a few weaknesses. The first one is the conservative business culture of Heineken. Due to this conservative business culture Heineken has struggled to obtain larger breweries in certain countries. Some countries convince their residents that alcohol really could damage the human’s life. Most people that consume products of Heineken have an average age of 30 years, so Heineken has to do with a “drinking age” issue. They tried to create an image that could be accepted by teenagers and local markets in different countries. The price of Heineken is the last weakness compared with other competitors. Normally, a sixpack of domestic beer only costs $7 in the U.S, but a sixpack Heineken on the other hand costs $10.