SWOT AnalysisSWOT AnalysisBusiness CommunicationBusiness Communication Lea LeaMs. Terri YuehMs. Terri Yueh Evelyn Evelyn16 November 200916 November 2009 Jason Jason

OUTLINEOUTLINE

• IntroductionIntroduction• Slogan and MarketingSlogan and Marketing• SWOT AnalysisSWOT Analysis• ConclusionConclusion• ReferencesReferences

About HEINEKENAbout HEINEKEN• Established in 1864 by Gerard Established in 1864 by Gerard

Heineken in AmsterdamHeineken in Amsterdam• 44thth Largest brewery in the world Largest brewery in the world• Leading brand portfolioLeading brand portfolio• Principal brands Heineken and Principal brands Heineken and

AmstelAmstel• Leading imported brand in Leading imported brand in

TaiwanTaiwan

Quick FactsQuick Facts• Sells to Sells to 170170

countriescountries

• 115 115 breweries in breweries in

6565 countries countries

• Sells Sells 8.5B 8.5B bottlesbottles per per yearyear

• MessageMessage• We don’t want anything We don’t want anything

else.else.• AnalysisAnalysis• Simple and easy to rememberSimple and easy to remember• Promoted and communicated Promoted and communicated

well in advertisementswell in advertisements• Establishes the superiority of Establishes the superiority of

HeinekenHeineken• Also says that you can have Also says that you can have

Heineken whenever you wantHeineken whenever you want

JUST WANT HEINEKEN.JUST WANT HEINEKEN.

Click on images to view sample commercial films.Click on images to view sample commercial films.

• CommentsComments• Can be improved to Can be improved to

“just need “just need Heineken”Heineken” saying saying that you that you mustmust drink drink HeinekenHeineken

• Advertisements Advertisements directed too much directed too much on maleson males

JUST WANT HEINEKEN.JUST WANT HEINEKEN.

JUST WANT HEINEKEN.JUST WANT HEINEKEN.• General Marketing General Marketing

StrategyStrategy– Focus on qualityFocus on quality– Consistent tasteConsistent taste– Adapting to environmentAdapting to environment• Matching promotional Matching promotional

gimmicks to country and gimmicks to country and cultureculture

• For store furnishing has For store furnishing has local themes local themes

SUMMARYSUMMARY

STRENGTHSTRENGTH• Long history and strong Long history and strong

foundation of companyfoundation of company• Well-built brand imageWell-built brand image• Strong partnerships Strong partnerships

with customers and with customers and supplierssuppliers

• Well adapted product Well adapted product mixmix

SWOT AnalysisSWOT Analysis

SWOT AnalysisSWOT Analysis

• Control is decentralizedControl is decentralized– Market control and Market control and

promotions are promotions are fragmentedfragmented

– Allows licensingAllows licensing• PricingPricing• Too much product Too much product

varietyvariety– producing international producing international

brands and local flavorsbrands and local flavors

WEAKNESSWEAKNESS

OPPORTUNITYOPPORTUNITY• Affiliation with Affiliation with

organizations and events, organizations and events, examplesexamples– NikeNike– Sports TournamentsSports Tournaments

• Product InnovationsProduct Innovations• International distribution International distribution

networknetwork– Acquisitions and Acquisitions and

partnerships bring partnerships bring additional resourcesadditional resources

SWOT AnalysisSWOT Analysis

THREATTHREAT• Numerous competitors Numerous competitors

locally and locally and internationallyinternationally– Global expansionGlobal expansion– Extending product mixExtending product mix

• Regulatory lawsRegulatory laws• Share of throatShare of throat– Healthier substitutesHealthier substitutes– More conscious More conscious

customerscustomers

SWOT AnalysisSWOT Analysis

• Expand promotions to females and to Expand promotions to females and to young adults through:young adults through:– ConcertsConcerts– Local sports and eventsLocal sports and events

• Fortify hold on regional markets with Fortify hold on regional markets with local eventslocal events

• Improve promotion of other products Improve promotion of other products in the mixin the mix

RECOMMENDATIONSRECOMMENDATIONS

• “Heinken.” OPPapers.com 2009. Retrieved from <http://www.oppapers.com/essays/Heineken/158261>.

• “Heineken Beer pei qi found a series of ads '09 .05.26 add latest ads!!” 20 June 2008. Pixnet 2009. Retrieved from <http://kake0226.pixnet.net/blog/post/18940201>.

• “Heineken Case Study Business Analysis.” SlideShare Inc. 2009. Retrieved from <http://www.slideshare.net/jin88lin/heineken-case-study-analysis-presentation>.

• Hwang, Jim. “Bottoms Up.” 01 Feb 2005. Government Information Office. 2009. Retrieved from < http://taiwanreview.nat.gov.tw/ct.asp?xItem=1052&CtNode=128>.

• Mellon, Garrett and Salles, Thibault. “Heineken Speed Product Line.” 17 Dec 2007. Marketing Management and Research. National Sun Yat-Sen University.

• Videos Taken from YouTube.com– http://www.youtube.com/watch?v=cSuhPaodbYo&feature=player_embedded– http://www.youtube.com/watch?v=xZbfGLbTKyw

REFERENCESREFERENCES

REFERENCESREFERENCES• Images Taken from the following websites:

– http://www.smashingapps.com/wp-content/uploads/2008/09/heineken.jpg

– http://euclid.ucc.ie/appliedmath/murphys2008/Heineken.jpg– http://www.wrat.com/Portals/1/heineken.jpg– http://fc08.deviantart.net/fs22/f/2007/348/3/a/Heineken_Adv

ertisement_by_Stan88.jpg– http://www.whirl.nl/wlog/images/nike-heineken-shoes.jpg– http://www.irishrugby.ie/images/news/HeinekenCuptrophy_ru

gbyball_CrokePark.jpg– http://www.garoo.net/photos/2003/08/20030819-heineken-01

.jpg

REFERENCESREFERENCES• Images Taken from the following websites:

– http://theinspirationroom.com/daily/print/2008/12/heineken_paris.jpg

– http://www.michaelvanemdeboas.com/galleries/Art-Projects/Tribute-to-Warhol/2007_0000_Kunstfabriek_Heineken__1.jpg

– http://th07.deviantart.net/fs15/300W/f/2007/034/8/3/heineken_live_large_by_neon_state.jpg

– http://stagehpl.com/img/Portfolio_Banner.jpg– http://profile.ak.fbcdn.net/object3/243/78/

n22695910833_6203.jpg– http://image.rakuten.co.jp/diren88/cabinet/item/

coronabeerimg002.jpg – http://designdepartment.wordpress.com/2006/06/28/it-could-

only-be-heineken/