Heineken NV
Euromonitor International's company profile, Heineken NV offers detailed strategic analysis of the company's business, examining its performance in the beer market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .
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Chapters: 5 | Tables: 19 | Publication date: Nov 2007
Table of contents
STRATEGIC EVALUATION
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
PROSPECTS FOR THE BEER BUSINESS
Growth in North America to offset maturity in Western Europe
Strong potential in developing markets: Eastern Europe and Africa and the Middle East
Improved operational efficiency
Negative short-term impact of smoking ban in Western Europe
Family ownership a weakness?
Dilutive 3-way merger key to challenging global beer hegemony
Table 1 Heineken NV: Beer World Sector Sales Performance 2005
Table 2 Heineken NV: Beer Regional Sales Performance 2005
CORPORATE OVERVIEW
STRATEGIC OBJECTIVES AND CHALLENGES
Top line growth and increased efficiency
Consumer-focused innovations drive volume
Fit2Fight initiative drives cost savings
Increasing operational agility
Organic growth supplemented by growth via acquisition
OPERATIONAL AND DISTRIBUTION STRATEGIES
Wide geographical reach of Heineken subsidiaries
Cost-reduction strategy results in rationalisation
Heineken focuses on the premium beer market
External operations
FEMSA and Heineken extend import agreement in the US
Heineken ups interest in Denmark, Asia-Pacific and Australia
Heineken distribution benefits from own wholesaler network
Company maximises use of Internet in distribution management
Joint ventures key to Heineken’s international distribution strategy
MARKETING STRATEGIES
Marketing focused on young adults
New approach taken in order to reinvigorate Heineken marketing
Heineken invests in sports and film sponsorship
New initiatives launched in Hong Kong, UK and US
OWNERSHIP EVENTS
Heineken acquisitions reflect international growth strategy
Summary 1 Heineken NV: Key Facts
PERFORMANCE BY REGION AND BY SECTOR
BEER MARKET ASSESSMENT
Beer market characterised by merger and acquisition
Emerging markets key to organic growth
LAGER
Competitive landscape
Heineken top five global beer player but adrift of leading big three
Heineken number one in Western Europe; top five in Eastern Europe
Heineken top 10 player in North America; number two in Africa and the Middle East
Heineken minor player in Asia-Pacific, Latin America and Australasia
Standard- and premium-priced lagers dominate portfolio
Amstel and Cruzcampo at heart of company’s standard price offering
Premium price positioning in international markets
Heineken economy sales concentrated in Eastern Europe
Prospects
DARK BEER
Competitive landscape
Prospects
STOUT
Competitive landscape
Prospects
NON-/LOW-ALCOHOL BEER
Competitive landscape
Prospects
Table 3 Heineken NV: World Shares & Rankings in Beer by Sector 2004-2005
Table 4 Heineken NV: World and Regional Shares in Beer by Sector 2005
BRAND ASSESSMENT
Heineken and Amstel enjoy global coverage
Heineken boasts a wide range of regional and local brands
New products
Heineken invests in new developments in beer-related sectors
Packaging development
AMSTEL
Amstel a star brand at Heineken
Rising competition hits Amstel’s global beer status; top five in Western Europe
Minor player in Eastern Europe; top 10 brand in Africa and the Middle East
Amstel prospects bright in emerging markets, but continued decline in Western Europe
CRUZCAMPO
Cruzcampo leader in Spanish beer
Cruzcampo to remain clear leader in Spanish beer
HEINEKEN
Heineken top five player in global beer; leader in premium lager
Heineken leads Western European beer; in top two in France and the Netherlands
Heineken number two in premium lager in Africa and the Middle East and North America
Positive forecast built on innovative marketing and product innovation
ZYWIEC
Rising competition hits Zywiec’s global ranking
Zywiec number one Polish premium lager; leader in local stout
Increased competition likely to result in decreased share for Zywiec
Table 5 Heineken NV: Amstel World Shares & Rankings in Beer by Sector 2004-2005
Table 6 Heineken NV: Amstel Regional Shares in Beer by Sector 2005
Table 7 Heineken NV: Cruzcampo World Shares & Rankings in Beer by Sector 2004-2005
Table 8 Heineken NV: Cruzcampo Regional Shares in Beer by Sector 2005
Table 9 Heineken NV: Heineken World Shares & Rankings in Beer by Sector 2004-2005
Table 10 Heineken NV: Heineken Regional Shares in Beer by Sector 2005
Table 11 Heineken NV: Zywiec World Shares & Rankings in Beer by Sector 2004-2005
Table 12 Heineken NV: Zywiec Regional Shares in Beer by Sector 2005
APPENDICES
FINANCIAL SUMMARY
Table 13 Heineken NV: Financial Summary 2002-2006
COMPANY BACKGROUND
Summary 2 Heineken NV: Historical Development
Summary 3 Heineken NV: Subsidiaries 2005
Summary 4 Heineken NV: Beer Brands 2005
Summary 5 Heineken NV: Company Locations
Summary 6 Heineken NV: Websites