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Overview
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1
10/10/2010
Heineken Overview
one of the world’s leading brands >130 years.
Number 2 imported beer in U.S.
Number 1 in Europe
global network of distributors and 115 breweries in
more than 65 countries
Premier brands – Heineken, Amstel Light
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2
10/10/2010
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Problem
1. Losing Import beer market share
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3
10/10/2010
Time
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10/10/2010
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5
10/10/2010
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Competition
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6
10/10/2010
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10/10/2010
Industry Outlook
Bigger brewers acquiring smaller brewers all over
the world
“The era of global brands is coming.” – Alan Clark,
SABMiller
Market for premium beer will expand 84% by
2012
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10/10/2010
• Heineken was the leading premium brand of beer for decades. Was the best selling
imported beer in the US until Corona took over. So, at the same time Heineken pushed on
other brands that would reduce is reliance on it core brand. Introducing Amstel Light,
General which has become the leading imported light beer in the US.
Administration
• Heineken created management positions that be responsible for five different operating
regions and nine different functional areas. The new stricture encouraged more risk
Human Resource taking and boosted the level of energy within the firm.
Management:
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Suppliers
+/-
Industry
competitors
New entry Substitutes
++
- +
Rivalry among
existing firms
Buyers
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10/10/2010
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10
10/10/2010
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SWOT Analysis
Strength
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10/10/2010
SWOT Analysis
Weakness
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SWOT Analysis
Threats
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10/10/2010
SWOT Analysis
Opportunity
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10/10/2010
Financial Information
2005 2006 2007
ROE 21.1% 27.0% 15.5%
EPS 1.71 1.90 2.29
Interest Ratio 14.8 19.7 22.7
Liquid Ratio .90 1.09 .95
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Solutions
Need to grow in the U.S. industry
Increase advertising on Tecate and Dos Equis
Keep advertising to young beer drinks & Hispanic
population
Tap into beers with fewer calories and lower
carbohydrates (>50% of beer market)
Sustain global competition
Keep buying more national breweries globally
Increase awareness of all national breweries
Can’t obtain
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10/10/2010
Recommendations
Increase Advertising
Advertising toward young people
Spanish-language advertising
National brands
Vertically Integrate
Make own Ingredients
Look into recycled glass
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Recommendations (cont.)
Diversification
Acquisitionor Merger
Joint Venture
Push to develop
low-carb/low-calorie
beer
Develop more dispensers/accessories
Beer tender, mini keg
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