Applied Strategic Management. Heineken

5604 Words23 Pages
Content Page Acknowledgement ……………………………………………………………………………..3 Outline ……………………………………………………………………………………........4 Executive Summary ………………………………………………………………………........6 Industry Life Cycle …………………………………………………………………………….7 Key Success Factors (KSF) ………………………………………………………………........8 Porter’s Five Forces ………………………………………………………………………........9 SWOT Analysis  Internal Factor Analysis Summary (IFAS) ……………………………………………12  External Factor Analysis Summary (EFAS) …………………………………………..13 Strategic Factor Analysis Summary (SFAS) …………………………………………………..15 TOWS Matrix ………………………………………………………………………………….17 Assessment of Current Company Performance …………………………………………… .....19 Review of Option for Future Direction …………… ………………………………………......21…show more content…
• Expanding market at Latin American, African and Asian • Agreement to acquire Latin American Company FEMSA • In USA, Heineken will keep strengthening of its brand portfolio-“Dos Equis” in order to drive premium volume growth in the next 5 years Source of information on company • www.heinekeninternational.com (361 words) Executive Summary The following project comprises of analysis and evaluation of beer industry and I have picked out Heineken N.V. as my company to analyze. The purpose of this project is to understand the strategic management models in order to apply to the particular company. Firstly, I evaluate the global beer market by using Industry Life Cycle, Key Success Factor and Porter’s Five Forces. These models are able to help me to better understanding inside the microenvironment that influence the way in which Heineken operates. Moreover, I used SWOT analysis, Strategic Factor Analysis Summary matrix and TOWS matrix to understand its internal and external strategic factors which are essential for strategic planning. Accordingly, I have come out several strategies options for Heineken to maximize strengths and minimize weaknesses in order to take advantage of opportunities and overwhelm the threats. This may help Heineken to sustain competitive advantage in beer industry. Last but not least, I have assessed how Heineken

More about Applied Strategic Management. Heineken

Open Document