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1、HeinekenoverviewsBackgroundforHeinekenVision&GoalsHeineken’sCoreValuesHeinekensalearoundtheworldBrandstrategyMainRisksforHeinekenCompanyStrategyAnalysisQuestions&answersBackgroundforHeinekenLocation---AmsterdamSingle-productbusiness---BeerHistory140ye
2、arsagoin1864founder’sname–GerardAdrianeHeinekenwhichusetobearthebrandnameExperiencefourgenerationsoftheHeinekenfamilyNow,oneoftheworld’sgreatbrewers,CompanythroughoutEuropeandtherestoftheworld.Somedataforbackground170brandsFamousbrands:Amstel®,Cruzcam
3、po®,Tiger®,Zywiec®,BirraMoretti®,Ochota®,Murphy’s®andStar®.54004employeesIn2007131.9millionhlownmorethan115breweriesinmorethan65countriesbrewingaGroupbeervolumeof131.9millionhectoliters.HeinekensalearoundtheworldWesternEuropeCentralandEasternEuropeThe
4、AmericasAfricaandtheMiddleEastAsiaPacificFormoredetails,seeappendixAimsforsustainablegrowthasabroadmarketleader,segmentleadershipFourprioritiesforactioninclude:toacceleratesustainabletop-linegrowth.toaccelerateefficiencyandcostreduction.tospeedupimple
5、mentation:wecommittofasterdecisionmakingandexecution.tofocusonthosemarketswherewebelievewecanwin.Vision&GoalsHeineken’sCoreValuesThreeCorevaluesstrategicallyimportantforthelong-termsuccessRespectRespectforindividuals,societyandtheenvironment,honorsloc
6、allawsandregulations.EnjoymentBringenjoymenttolifePassionforqualityOurbusinessonlyworksifwemakegreatbeerBrandStrategyBuildastrongbrandsportfoliothatcombinesthepoweroflocalandinternationalbrandsBrandCenter:HeinekenandAmstel.PositionHeineken:premiumbran
7、d,exceptforhomemarketintheNetherlands.positionAmstel:mid-pricedmainstreamsegment,thelargestsegmentofthemarketInEurope,andisavailableinmorethan90countriesaroundtheworld.Brandportfoliomorethan120top-sellingbrandslimitedpresenceinthelow-pricedsegmentofth
8、emarketlagers,specialtybeers,lightbeers(low-caloriebeers)andalcohol-freebeersCompanyStrategyAnalysisStrategicManagersStrategicFormulationStrategicImplementationStrategicControlStrengthStrengthStrengthweaknessStrengthBoardofexecutiveCompetitive
