Case Write Up Essay

973 Words Nov 26th, 2015 4 Pages
Case Write Up
Prepared by: Claire Liao
Case: Heineken, Marketing Management Course
Date: 11/11/2015

Heineken is one of the world’s leading brands over 130 years. It is the number 2 imported beer in the U.S and it is number 1 in Europe. Its’s global network of distributors and 115 breweries in more than 65 countries. Premier brands are Heineken are Amstel Light. Heineken aims for sustainable growth as a broad market leader and segment leadership while expanding and optimizing product portfolio. It embraced innovation as a key component of their strategy in the areas of production, marketing, communication and packaging. Heineken’s goal is to grow the business in a sustainable and consistent manner, while constantly improving
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Overall business strategy of the industry is to 1) grow externally to strengthen the position of the company in developed markets as well as maximizing potential for profit in high-growth markets. 2) Basically do whatever is necessary to get your company represented around the world. 3) Heineken was the pioneer of this strategy, becoming the first brewer to cut deals to distribute worldwide.
Value Chain Analysis (Secondary Activities) 1) General Administration: Heineken was the leading premium brand of beer for decades. I was the bestselling imported beer in the U.S until Corona took over. Therefore at the same time Heineken pushed on other brands that would reduce its reliance on its core brand. Introducing Amstel Light, which has become the leading imported light beer in the U.S. 2) Human Resource Management: Heineken created management positions that be responsible for five different operating taking a boosted the level of energy within the firm. 3) Technology development: Heineken uses their technology to keep detailed documents of shipping, in their warehouse to make veer more efficiently and for shipping purposes.
Porter’s 5 forces of competition 1) Thread of new entry: $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. 2) Threats of substitutes: very little technical composition of beers; growing

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