Heineken In an industry that has major companies taking over small companies, Heineken is trying to compete while going through some major management changes. The stubby green bottle that the beer is sold in is recognizable by drinkers of all ages, however younger drinkers are beginning to believe that the brand is becoming obsolete. In order to appeal to a younger crowd, the company must continue to build on its brands, market, and create new products that will be attractive. The implementation of new management will help to make this happen by introducing new ideas and new strategies the firm can use to grow on. However, an issue Heineken may encounter with this is that the company has been ran by the same conservative style for many years and some may not be open to the new CEO’s visions. The strengths that Heineken has includes the large amount of beer brands it has in a large amount of countries. Their 170 beer brands include brands they have picked up from small brewers in over 150 countries worldwide in order to gain access to new markets. They are one of the world’s largest brewers with over 125 breweries in over 70 countries worldwide and are ranked 2nd only to Budweiser in a global survey. In order to maintain their premium position, the company has introduced a light beer to keep up with the popularity of “light beers” in the United States. Not only are they looking to stay attractive to the tastes of those in the U.S., but also the Hispanics taste as well. As Hispanics are growing in the number of people drinking beer in the United States, they got involved in a licensing opportunity with FEMSA Cerveza, so that they could distribute Dos Equis in the United States. Not only does the company enter new markets by licensing, but they have also had a fair number of acquisitions. These include BBAG in Austria and Scottish and Newcastle. They have also had