SWOT Heineken

Heineken is one of the world’s leading brands and has an impressive global network of distributors, plus 115 brewerys in 65 countries…not bad ey?!!

STRENGTHS

Mergers and acquisitions –

  • South African PLC combined with Miller
  • Coors acquired Molson
  • Interbrew and Ambev merged in 2004
  • Anheuser-Busch in partnerships with Grupo Modelo and Tsingtao
  • Heineken was the first to cut dealls with distributors.
  • The market for premium beer will expand to 84% by 2012
  • Produce is stored strategically in order to cut down shipping costs.
  • Heineken BBAG making it the biggest beer maker in several countries across Europe.
  • It has brewers across the world keeping it local and again cutting shipping costs.
  • Heineken is the 5th most recignised beer in the world so by acquiring smaller breweries it can spread it’s brand name.
  • It provides non alcoholic beers, malts etc. it can target a new market audience that were previously missing out and vice versa.
  • The brand is differentiated.Every
  • Bottle recognition and multiple dispensing instruments.
  • Bargaining power????

WEAKNESSES

  • Heineken has a conservative approach, it tends to play it safe. It seems to pick up small breweries rather than bigger ones. But perhaps this could be a strength??
  • The average consumer age is around 30 so perhaps they could maximise opprtunity by targeting different age groups…it’s not like they definitely don’t have the older age group hooked!!
  • Product life cycle of new innovations??
  • It’s a competitive environment and which brand isn’t trying to strengthen their global presence???
  • Rising costs of commodities i.e. for ingredients or pariphenalia such as glass or aluminium.

OPPORTUNITIES

  • There is the opportunity to target younger people whilst touring the breweries. plus any other age group that happens to visit.
  • They have low calorie beer which fits in with heathier lifestyles. Could use this to their advantage.
  • As the population increases so could the market share.

THREATS

  • Competitors such as Miller and Carlsberg.
  • Perhaps in danger of becoming a tired old brand lacking in excitement as they are so careful.

AT THIS MOMENT I MUST GO SO FAREWELL AND PLEASE LEAVE ME ANY MORE FACTS THAT CAN BE ADDED TO THIS SWOT, THANK YOU VERY MUCH

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