Heineken Marketing Report 2009

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Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein

I - Intro on company
History of the company
II - Environmental Analysis
   1 - Economic forces
   2 - Political & Legal forces
   3 - Demand
       a)Total size of market
       b)Market share
       c)Characteristics of demand
           1-When
           2-where
           3-how often costumers buy
   4 - Competitive forces
   5 - Technological forces
   6 - Social/Cultural forces
III - SWOT Analysis
   A. Strengths and Weaknesses
   B. Opportunities and Threats
IV - Marketing objectives
V - Marketing strategies
    A. Target markets
   B. Marketing Mix
        1-Product
        2-Pricing
        3-Distribution
        4-Promotion
VI - Implementation - Marketing structure
Bibliography

I. Intro on company
Heineken N.V. has wide international presence through a global network of distributors and breweries. It 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 brands are Heineken and Amstel, but the group brews and sells more than 170 international premium, regional, local and specialty beers and ciders, including Cruzcampo, Birra Moretti, Foster's, Maes, Murphy's, Newcastle Brown Ale, Ochota, Tiger, Sagres, Star, Strongbow and Zywiec. [3] Heineken has the widest presence of all international brewers, thanks to their global network of distributors and 125 breweries in more than 70 countries. The Heineken brand is positioned as a premium brand all over the world except for its domestic market, the Netherlands. History

The Heineken story began more than 140 years ago in 1864 when Gerard Adriaan Heineken acquired a small brewery in the heart of Amsterdam. Since 1886, the unique Heineken A-yeast has guaranteed the pure, premium taste of Heineken beer. After 13 years of prohibition, in 1933, Heineken set foot on American soil and in 1937 the first Heineken beer was brewed outside the Netherlands, in the Dutch East Indies. Four generations of the Heineken family have been passionately involved in the expansion of the Heineken brand and the Heineken Company throughout the world. By the 21st century, the small 19th century local Amsterdam brewer has grown into a worldwide business with a global brand, employing more than 50,000 people.[1]

II. 1. Economic forces
The year 2008 was one of regional contrasts for the company. In Western Europe and the Americas, the impact of the economic crisis on consumer sentiment was felt early and volumes in many markets contracted. Central and Eastern Europe continued to grow volumes, but experienced much tougher trading conditions in some big markets, such as Russia and Romania, particularly in the fourth quarter, resulting in marginal profit decline. The picture in our Africa and the Middle East and Asia Pacific markets was completely different. Heineken experienced strong growth, driven by good macro-economic and social developments and by the increasing strength and popularity of its brands. The import segment of the US beer market, one of the company’s largest markets, was affected by lower consumer confidence, high unemployment rates and lower average income per capita. Lower sales in the USA caused a 3 per cent decline of Heineken volume. The US beer market grew 0.1 percent in 2008, the result of slight growth in the first part of 2008 and a weaker trend by the end of the year, when the on-trade and convenience store channels in particular came under increasing pressure due to the economic downturn.[1] According to AC Nielsen data, the import segment declined 1.5 per cent. Total beer sales of Heineken USA were 2 per cent lower, Depletions of imported Heineken lager (-4.8 per...
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