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FINAL PROJECT
: Analysis of Current「Heineken」 and Suggesting New Marketing Program
Table of Contents
Ⅰ Executive Summary
Ⅱ Company Description
Ⅲ Strategic Focus and Plan
1. Values and Principles of Heineken
2. Goal of Heineken
3. Core Competency and Sustainable Competitive Advantage
Ⅳ Situation Analysis
1. Environment analysis
2. SWOT analysis
3. Competitors analysis
Ⅴ Market-Product Focus
1. Marketing and Product Objectives
2. Target Markets
3. Points of Difference
4. Positioning
Ⅵ Marketing Program
1. Product Strategy
2. Price Strategy
3. Promotion Strategy
4. Place Strategy
Ⅶ Evaluation and Control
Ⅰ Executive Summary
Today beer is widely available and enjoyed in most countries and cultures around the world. We`ll be taking a close look at the company Heineken which is a global leader in the brands of beer. Heineken is one of the largest companies in a global network of distributors and breweries. In addition, Heineken owns and manages one of the…(생략)
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ken family have been passionately involved in the expansion of the Heineken brand and the Heineken Company throughout the world. By the 21st century the company has grown into the world’s most international brewer.
Heineken now owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Its principal international brand is Heineken®, but the Group brews and sells more than 200 international premium, regional, local and specialty beers and ciders, including Amstel®, BirraMoretti®, Cruzcampo®, Dos Equis®, Foster’s®, Kingfisher®, Newcastle Brown Ale®, Ochota®, Primus®, Sagres®, Sol®, Star®, Strongbow®, Tecate®, Tiger® and Zywiec®. In 2xxx, Heineken continued to create new platforms for future growth by acquiring the beer operations of FomentoEconomicoMexicano, S.A.B. de C.V. in Mexico and Brazil, an acquisition that strengthened the Company’s leading international portfolio with the addition o
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