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Case Write Up

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Submitted By claireliao90
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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 profitability. There are 4 priority to reach the goal. 1) to accelerate sustainable top –line growth. 2) to accelerate deficiency and cost reduction. 3) to speed up implementation by committing faster decision making and execution. 4) to focus on those markets where they believe they can win.
Heineken is losing import beer market share in early 20s. The problem is the maturing competitive beer industry. 37% of U.S adults are beer drinkers and beer is the most widely purchased alcohol beverage, beer industry is projected to grow steadily.
The competition within beer industry is very strong, basically it is “eat or be eaten”, and every company is just trying to strengthen their global position any way possible. The biggest rivals include InBev and Grupo Modelo. There are coupld mergers and cquisitionsi came out. For example, South African PLC combined with Miller; InterBrew and AmBev merged in 2004, and now acquired Anheuser-Busch; Coors acquired Molson; Anheuser-Busch in partnerships with Grupo Modelo and Tsingtao. For the whole industry we can see that bigger brewers acquiring smaller brewers all over the world. The “era of global brands

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