SWOT Analysis

1
SWOT Analysis

• Business Communication Lea
• Ms. Terri Yueh Evelyn
• 16 November 2009 Jason

2
OUTLINE

• Introduction
• Slogan and Marketing
• SWOT Analysis
• Conclusion
• References

3
About HEINEKEN

• Established in 1864 by Gerard Heineken in
  Amsterdam
• 4th Largest brewery in the world
• Leading brand portfolio
• Principal brands Heineken and Amstel
• Leading imported brand in Taiwan

• Quick Facts
• Sells to 170 countries
• 115 breweries in 65 countries
• Sells 8.5B bottles per year

4
JUST WANT HEINEKEN.

• Message
• We dont want anything else.
• Analysis
• Simple and easy to remember
• Promoted and communicated well in advertisements
• Establishes the superiority of Heineken
• Also says that you can have Heineken whenever you
  want

Click on images to view sample commercial films.
5
JUST WANT HEINEKEN.

• Comments
• Can be improved to just need Heineken saying
  that you must drink Heineken
• Advertisements directed too much on males

6
JUST WANT HEINEKEN.

• General Marketing Strategy
• Focus on quality
• Consistent taste
• Adapting to environment
• Matching promotional gimmicks to country and
  culture
• For store furnishing has local themes

7
SUMMARY
8
SWOT Analysis

• STRENGTH

• Long history and strong foundation of company
• Well-built brand image
• Strong partnerships with customers and suppliers
• Well adapted product mix

9
SWOT Analysis

• WEAKNESS

• Control is decentralized
• Market control and promotions are fragmented
• Allows licensing
• Pricing
• Too much product variety
• producing international brands and local flavors

10
SWOT Analysis

• OPPORTUNITY

• Affiliation with organizations and events,
  examples
• Nike
• Sports Tournaments
• Product Innovations
• International distribution network
• Acquisitions and partnerships bring additional
  resources

11
SWOT Analysis

• THREAT

• Numerous competitors locally and internationally
• Global expansion
• Extending product mix
• Regulatory laws
• Share of throat
• Healthier substitutes
• More conscious customers

12
RECOMMENDATIONS

• Expand promotions to females and to young adults
  through
• Concerts
• Local sports and events
• Fortify hold on regional markets with local
  events
• Improve promotion of other products in the mix

13
REFERENCES

• Heinken. OPPapers.com 2009. Retrieved from
  lthttp//www.oppapers.com/essays/Heineken/158261gt.
• Heineken Beer pei qi found a series of ads '09
  .05.26 add latest ads!! 20 June 2008. Pixnet
  2009. Retrieved from lthttp//kake0226.pixnet.net/b
  log/post/18940201gt.
• Heineken Case Study Business Analysis.
  SlideShare Inc. 2009. Retrieved from
  lthttp//www.slideshare.net/jin88lin/heineken-case-
  study-analysis-presentationgt.
• Hwang, Jim. Bottoms Up. 01 Feb 2005. Government
  Information Office. 2009. Retrieved from lt
  http//taiwanreview.nat.gov.tw/ct.asp?xItem1052C
  tNode128gt.
• 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?vcSuhPaodbYofeature
  player_embedded
• http//www.youtube.com/watch?vxZbfGLbTKyw

14
REFERENCES

• Images Taken from the following websites
• http//www.smashingapps.com/wp-content/uploads/200
  8/09/heineken.jpg
• http//euclid.ucc.ie/appliedmath/murphys2008/Heine
  ken.jpg
• http//www.wrat.com/Portals/1/heineken.jpg
• http//fc08.deviantart.net/fs22/f/2007/348/3/a/Hei
  neken_Advertisement_by_Stan88.jpg
• http//www.whirl.nl/wlog/images/nike-heineken-shoe
  s.jpg
• http//www.irishrugby.ie/images/news/HeinekenCuptr
  ophy_rugbyball_CrokePark.jpg
• http//www.garoo.net/photos/2003/08/20030819-heine
  ken-01.jpg

15
REFERENCES

• Images Taken from the following websites
• http//theinspirationroom.com/daily/print/2008/12/
  heineken_paris.jpg
• http//www.michaelvanemdeboas.com/galleries/Art-Pr
  ojects/Tribute-to-Warhol/2007_0000_Kunstfabriek_He
  ineken__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/n226959
  10833_6203.jpg
• http//image.rakuten.co.jp/diren88/cabinet/item/co
  ronabeerimg002.jpg
• http//designdepartment.wordpress.com/2006/06/28/i
  t-could-only-be-heineken/