Company Profile

Heineken NV in Beer

Price: US$525

About this Report

Heineken, the world’s third largest brewer and leading cider producer, continued its aggressive acquisitive expansion in 2012 with the purchase of Asia Pacific Breweries. This profile considers the extent to which the deal addresses the weaknesses in the company’s geographic profile and, more broadly, analyses the effectiveness of Heineken’s premium-orientated strategy in light of evolving conditions in the global market.

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Euromonitor International's report on Heineken NV delivers a detailed strategic analysis of the company's business, examining its performance in the market and the global economy.

Company and market share data provide a detailed look at the financial position of Heineken NV, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Heineken NV.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Heineken NV provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our research team, a dedicated group of analysts that knows the industry inside and out.

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Table of Contents

Scope of the Report


Strategic Evaluation

Key company facts

Emerging markets offset Western European difficulties

Poor start to 2013

SWOT: Heineken NV

Key strategic objectives and challenges

Competitive Positioning

Acquisitions drive growth ahead of market

Closing gap on second place

Lack of M&A opportunities to slow down consolidation

Market Assessment

Acquisitions build a more balanced profile

Geographic breadth, but room for improvement

Strength in growth categories

Category and Geographic Opportunities

Challenging conditions in Western Europe

Adapting to evolving demand trends

Competition intensifies in Mexico

Strengths to become necessities in Mexican market

Gearing up to gain from Brazilian opportunities

Premium potential in wider region

Flavoured beer and Radler variants in Eastern Europe

Pockets of opportunity

Main rivals strengthening alliance in Middle East and Africa

Dominant in dynamic market

Strong non-alcoholic beer potential

Addressing weakness in Asia Pacific

Up to second in Chinese premium lager

Premium dominance in Vietnam

Joint venture provides platform for expansion in India

Mexican brands driving growth in the US

Competition to intensify in US as result of Modelo deal

Premium products drive US growth

Losing share in cider/ perry

Adaptation required to benefit from cider/ perry growth

Brand Strategy

Emphasis on premium positioning and innovation


Wide-ranging production network


Need to adapt to changing competition and demand


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