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    Heineken

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    simaosb
    Heineken is a global beer company founded in 1864 with a presence in over 170 countries. It has a diversified portfolio of beer brands targeting young adults and emphasizing premium products. Heineken has strategically expanded its operations internationally through acquisitions and partnerships over the past century as it seeks to take advantage of opportunities in emerging markets while facing challenges from health trends, regulations, and industry consolidation.

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    Heineken

    Uploaded by

    simaosb
    3K views30 pages
    Heineken is a global beer company founded in 1864 with a presence in over 170 countries. It has a diversified portfolio of beer brands targeting young adults and emphasizing premium products. Heineken has strategically expanded its operations internationally through acquisitions and partnerships over the past century as it seeks to take advantage of opportunities in emerging markets while facing challenges from health trends, regulations, and industry consolidation.

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    Heineken is a global beer company founded in 1864 with a presence in over 170 countries. It has a diversified portfolio of beer brands targeting young adults and emphasizing premium products. Heineken has strategically expanded its operations internationally through acquisitions and partnerships over the past century as it seeks to take advantage of opportunities in emerging markets while facing challenges from health trends, regulations, and industry consolidation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    3K views30 pages

    Heineken

    Uploaded by

    simaosb
    Heineken is a global beer company founded in 1864 with a presence in over 170 countries. It has a diversified portfolio of beer brands targeting young adults and emphasizing premium products. Heineken has strategically expanded its operations internationally through acquisitions and partnerships over the past century as it seeks to take advantage of opportunities in emerging markets while facing challenges from health trends, regulations, and industry consolidation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 30

    What
 Who
 How


    Premium

 Global

    beer
and
price
 Young
adults
 presence:
170

    countries


    Diversified

    portfolio

    Emphasis
on

    Status

    Brand
image
 reputation


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    1864
 • Heineken
family
entered
the
beer
business



    1921‐1931
 • Moving
into
US
and
Asian
markets


    1949
 • Beer
can
travel
–
focus
on
brand
&
marketing


    1961
 • Expansion
to
South
America
and
Africa


    1968
 • Heineken
merged
with
biggest
competitor
Amstel

    • Cooperation
with
Coca‐Cola
in
Brazil

    1983
 • Entering
the
Japanese
market
under
a
license


    2008
 • Acquisition
of
Scottish
&
Newcastle



    2010
 • Merger
with
FEMSA


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    2005
 2008

    +19%
 +27%

    Volume
 125,000
 Revenue
 






4,318

    thousand

    mil.
€

    hectolitres


    Worldwide Volume (millions of hectoliters) Worldwide Revenue (€ million)


    300 17000

    200 16000
    Heineken Heineken
    15000
    100 Inbev Inbev
    14000 SabMiller
    SabMiller
    0 13000

    Heineken Inbev SabMiller Heineken Inbev SabMiller

    2008
 2008


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Firm
Infrastructure

    Human
Resource
Management

    Technological
Development

    Procurement

    Margin


    Marketing
&

    Operations


    Outbound

    Inbound


    Service

    logistic


    logistic


    Sales


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Brand

    Expansion

    recognition

    Economies

    of
scale


    Advertisement
 Portfolio

    Synergies

    mix
/

    diversification


    Innovation


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Threat
Of

    Entry


    Power
Of
 Competitive
 Power
Of



    Suppliers
 Rivalry
 Buyers


    Threat
Of

    Substitutes


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    TE
 • Powerful
and
experienced
incumbents

    • Market
saturation
and
low
differentiation

    • Investment
needs
and
high
entry
barriers

    PS
 CR
 PB
 • Threat
from
other
beverage
companies


    TS
 Threat
Of
Entry


    BEER
INDUSTRY

    PORTER
FIVE
FORCES


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    TE
 • Alcoholic
and
non‐alcoholic
beverage

    • Ambiguous
price/performance
–
taste
dependent

    • High
loyalty
to
beer:
most
drank
alcoholic
beverage

    PS
 CR
 PB
 • Health
consciousness
growth
trend


    TS
 Threat
Of
Substitutes


    BEER
INDUSTRY

    PORTER
FIVE
FORCES


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    TE
 • Local
scarcity
and
shortage
signs

    • Easy
access
to
supplies
(e.g.
malting
barley)

    • Small
and
fragmented
supplier
breakthrough

    PS
 CR
 PB
 • Orders
from
major
brewers
crucial
for
suppliers


    TS
 Power
Of
Suppliers


    BEER
INDUSTRY

    PORTER
FIVE
FORCES


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    TE
 • Retailers:

    • Fragmented
and
diversified

    • Several
switching
options
and
little
differentiation

    PS
 CR
 PB
 • Consumers:

    • Price
sensitive
and
culture
dependent

    • No
switching
costs

    TS
 • Fragmented
but
loyal
buyers


    BEER
INDUSTRY
 Power
Of
Buyers

    PORTER
FIVE
FORCES


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    TE
 • Mature
and
saturated
industry
with
static
growth

    • Strong
brands,
loyalty
effects
and
low
differentiation

    • Intense
rivalry
at
the
top

    PS
 CR
 PB
 • High
exit
barriers


    TS
 Competitive
Rivalry


    BEER
INDUSTRY

    PORTER
FIVE
FORCES


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Beer
Industry
‐
Porter
Five
Forces
Analysis

    Competitive
Rivalry

    5


    4


    3


    2

    Threat
Of
Entry
 Threat
Of
Substitutes

    1


    0


    Power
Of
Suppliers
 Power
Of
Buyers


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    KEY
ISSUES


    Health
Consciousness
Trend


    Increasing
Regulations
(IEC)


    Expansion
To
Eastern
Cultures


    Increasing
Concentration


    Segment
Saturation
And
Cannibalization


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Strengths


    •  
Large
portfolio
including
major
beverage
brands

    •  
Unique
innovation
‐
product
and
consumption

    •  
Worldwide
famous
brand
image



    Weaknesses


    •  Inconsistent
positioning
(premium
vs.
mainstream)

    •  Damaged
reputation
due
to
minor
scandals

    •  Higher
exposure
to
risk
–
acquisitions
and
cultural
differences


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Opportunities

    •  Backwards
integration
to
supply
gathering

    •  Emerging
economies
with
growing
populations
and
income

    •  Highly
demanding
consumers
looking
for
specific
taste


    Threats

    •  Increasing
health
consciousness
concerns
towards
alcohol

    •  Rising
popularity
of
other
beverages

    •  Highly
regulated
industry


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Foreign
Product
Diversity


    Worldwide

    Product

    Division
 Global

    Matrix

    Foreign
Sales

    Over
Total
Sales


    Multi‐
    Area

    Domestic

    Division

    Division


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Need
For
Global

    Integration


    Global
 Transnational


    Multi

    Domestic


    Need
For
Local

    Adaptation


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Need
For
Global

    Integration


    Global
 Transnational


    Multi

    Domestic


    Need
For
Local

    Adaptation


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Firm
Strategy,
Structure

    and
Rivalry

    Demand
Conditions


    Porter’s

    Diamond


    Related
and
Supporting

    Factor
Conditions

    Industries


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Country
 Power
Distance
 Individualism
 Masculinity
 Uncertainty
Avoidance

    Netherlands
 38
 80
 14
 52

    Portugal
 63
 27
 31
 104


    Company
 Strategic
 International
 Comparative
 Future



    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Company
 Strategic
 International
 Comparative
 Future

    Overview
 Analysis
 Strategy
 Analysis
 Challenges

    Filipe
Carvalhão
|
Joana
Vaz
|
Maria
Teresa
Costa
|
Michael
Beerhorst
|
Nuno
Loureiro


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