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Презентация на тему Heineken case study

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2. OverviewCorporate Objective and goalsbeer industry overviewProblems5 forcesSWOT anlaysisValue chain analysisSolutions
3. Heineken Overviewone of the world’s leading brands
4. Organization goals and objectivesAims for sustainable growth
5. Priority to reach goal1. to accelerate sustainable
6. Problem Losing Import beer market share
7. Problem: The maturing competitive Beer IndustryIntroductionEmergenceMaturityDeclineDemand (units/year)Time
8. Beer Industry Overview
9. Beer Industry Overview37% of U.S. adults are
12. CompetitionBasically it’s “eat or be eaten”Every company
13. Mergers and AcquisitionsSouth African PLC combined with
14. Business Strategy of the IndustryGrow externally to
15. Industry OutlookBigger brewers acquiring smaller brewers all
16. Value Chain Analysis (Primary Activities)
17. Value Chain Analysis (Secondary Activities)
18. Porter’s 5 Forces of competition
19. very little technical composition of beersGrowing
20. No loyalty to any particular brandDemand
21. Porter’s Five Forces of competition (cont’d)
22. SWOT Analysis
23. SWOT Analysis
24. SWOT Analysis
25. SWOT Analysis
26. U.S. Population Growth
27. Financial Information
28. SolutionsNeed to grow in the U.S. industryIncrease
29. RecommendationsIncrease AdvertisingAdvertising toward young people Spanish-language advertisingNational
30. Recommendations (cont.)DiversificationAcquisition or MergerJoint Venture Push to
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OverviewCorporate Objective and goalsbeer industry overviewProblems5 forcesSWOT anlaysisValue chain analysisSolutions

Heineken Overviewone of the world’s leading brands >130 years.Number 2 imported beer

Organization goals and objectivesAims for sustainable growth as a broad market leader

Priority to reach goal1. to accelerate sustainable top-line growth. 2. to accelerate

Problem: The maturing competitive Beer IndustryIntroductionEmergenceMaturityDeclineDemand (units/year)Time

Beer Industry Overview37% of U.S. adults are beer drinkersBeer is the most

CompetitionBasically it’s “eat or be eaten”Every company is just trying to strengthen

Mergers and AcquisitionsSouth African PLC combined with MillerInterBrew and AmBev merged in

Business Strategy of the IndustryGrow externally to strengthen the position of the

Industry OutlookBigger brewers acquiring smaller brewers all over the world“The era of

Value Chain Analysis (Primary Activities)

Value Chain Analysis (Secondary Activities)

very little technical composition of beersGrowing appreciation for wine$250 million needed

Porter’s Five Forces of competition (cont’d)

SolutionsNeed to grow in the U.S. industryIncrease advertising on Tecate and Dos

RecommendationsIncrease AdvertisingAdvertising toward young people Spanish-language advertisingNational brandsIncrease presence in convenient storeVertically

Recommendations (cont.)DiversificationAcquisition or MergerJoint Venture Push to develop low-carb/low-calorie

Слайды презентации

Слайд 2 Overview
Corporate Objective and goals
beer industry overview
Problems
5 forces
SWOT anlaysis
Value

chain analysis
Solutions

Слайд 3 Heineken Overview
one of the world’s leading brands >130

Heineken Overviewone of the world’s leading brands >130 years.Number 2 imported

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

Слайд 4 Organization goals and objectives
Aims for sustainable growth as

Organization goals and objectivesAims for sustainable growth as a broad market

a broad market leader
and segment leadership
Expand and

optimize product portfolio
embraced innovation as a key component of their strategy in the areas of production, marketing, communication and packaging.
Goal is to grow the business in a sustainable and consistent manner, while constantly improving profitability

Слайд 5 Priority to reach goal
1. to accelerate sustainable top-line

Priority to reach goal1. to accelerate sustainable top-line growth. 2. to

growth.
2. to accelerate efficiency and cost reduction.
3.

to speed up implementation: we commit to faster decision making and execution.
4. to focus on those markets where we believe we can win.

Слайд 6 Problem
Losing Import beer market share

Слайд 7 Problem: The maturing competitive Beer Industry
Introduction
Emergence
Maturity
Decline
Demand (units/year)
Time

Слайд 8 Beer Industry Overview

Слайд 9 Beer Industry Overview
37% of U.S. adults are beer

Beer Industry Overview37% of U.S. adults are beer drinkersBeer is the

drinkers
Beer is the most widely purchased alcohol beverage
Beer industry

is projected to grow steadily

Слайд 10

Слайд 11

Слайд 12 Competition
Basically it’s “eat or be eaten”
Every company is

CompetitionBasically it’s “eat or be eaten”Every company is just trying to

just trying to strengthen their global position any way

possible
Biggest rivals include InBev and Grupo Modelo

Слайд 13 Mergers and Acquisitions
South African PLC combined with Miller
InterBrew

Mergers and AcquisitionsSouth African PLC combined with MillerInterBrew and AmBev merged

and AmBev merged in 2004, and now acquired Anheuser-Busch
Coors

acquired Molson
Anheuser-Busch in partnerships with Grupo Modelo and Tsingtao

Слайд 14 Business Strategy of the Industry
Grow externally to strengthen

Business Strategy of the IndustryGrow externally to strengthen the position of

the position of the company in developed markets as

well as maximizing potential for profit in high-growth markets
Basically do whatever is necessary to get your company represented around the world
Heineken was the pioneer of this strategy, becoming the first brewer to cut deals to distribute worldwide

Слайд 15 Industry Outlook
Bigger brewers acquiring smaller brewers all over

Industry OutlookBigger brewers acquiring smaller brewers all over the world“The era

the world
“The era of global brands is coming.” –

Alan Clark, SABMiller
Market for premium beer will expand 84% by 2012

Слайд 16 Value Chain Analysis (Primary Activities)

Слайд 17 Value Chain Analysis (Secondary Activities)

Слайд 18 Porter’s 5 Forces of competition

Слайд 19
very little technical composition of beers

Growing appreciation

very little technical composition of beersGrowing appreciation for wine$250 million

for wine

$250 million needed to build 4 million barrel

brewery

Entry is risky since not many alternative uses for breweries

No new entrant in beer industry has cracked the top 3 sellers since WWII.

Porter’s 5 Forces of competition

Слайд 20 No loyalty to any particular brand

Demand “beer”

is inelastic: E=-0.7

Demand “Budweiser” is elastic: E=-5.0

fewer brewers

and Larger plants

170 Horizontal mergers between 1950-1983

Rising cost of key commodities like grain, glass and aluminum

Many Buying supplier of inputs (wheat field)

Porter’s Five Forces of competition (cont’d)

Слайд 21 Porter’s Five Forces of competition (cont’d)

Слайд 22 SWOT Analysis

Слайд 23 SWOT Analysis

Слайд 24 SWOT Analysis

Слайд 25 SWOT Analysis

Слайд 26 U.S. Population Growth

Слайд 27 Financial Information

Слайд 28 Solutions
Need to grow in the U.S. industry
Increase advertising

SolutionsNeed to grow in the U.S. industryIncrease advertising on Tecate and

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