Brewing and Heineken

Executive Summary Clear strategic recommadations have arisen at the end of our case study. They need to build a stronger portofoglio by increasing its presence in convenient stores in ordert to be and, most of all, remain “THE leader” in the premium beer market. This challenge has to be attained with social responsibility by continuing all Heineken’s environmental incentives, such as the development of energy-efficient production and recycling issues. The development of more Heineken Accessories could be also a good way to improve customer loyalty and have advertisement for free (using tee-shirt, lighters…) Finally, huge markets shares that our beer brand should adapt to are the the low-fat and “low-carb” ones: when a “diet beer” will be invented, every types of customers, even womens and healthy people, would fall in love with Heineken!

Table of contents 1.External analysis a. Global Environment b. Industry Analysis c. Market Analysis d. Opportunities and Threats of French Beer Market 2. Internal analysis a. Company description b. Value Chain description and cost margin analysis c. Company capabilities d. Internal capabilities (SW analysis) e. How to develop internal capabilities?

3. Strategic recommendations/strategic choices a. Corporate level recommendations and diversification b. Business Unit level strategy c. Production Unit strategy (innovation, price, distribution…) d. Which method to pursue strategy? Business Priorities

4. References