External Environment Heineken

569 Words Oct 7th, 2013 3 Pages
Organizational external environment for Heineken
First we describe the term ‘organziational external environment’, before linking to Heineken. The ‘organziational external environment’ is a combination of events, conditions, entities and factors surrounding an organization that influence its choices and activities, and determine its risks and opportunities. Operating environment is oftenly used instead of the organizational external environment.

The first Organizational external factor we will take a look at is the customer segment. Due to the fact that Heineken operates all over the workld, we can state that it is hard to satisfy all these customers needs with only one type of product. Heineken owns over 250 local, regional and
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The company sees itself as a part of the society the are active in. Because of this a lot a value is put in the understanding, respecting and honoring of the socio-political situation as well as the culture they are dealing with. Through this action they create value for the government as well.

When talking about the competition it might be wise to first mention the strengths and weaknesses of the company by using a SWOT-analysis. For Heineken we can state that one of its strengths is the establishment of a track record as the brewer with on of the biggest international successes in the market. As stated before, besides their flagship, the company own over 200 other brands in multiple countries all over the world. A clearcut weakness is the size of the company. Due to its geographical dispersion effective and fast communication could be a problem when having to adapt to for example a change in governmental regulations. Opportunities arise in both Asia, Latin America and India where the market has not yet settled and thus, where the most opportunities for expanding their marketshare are present. The biggest threat and competitor of the company is their rival Anheuser-Bush InBev, being the largest brewer in the world. Next to this multinational enterprise regional brewers can implement small
Threats
* Heineken's major threat is Anheuser-Busch InBev (the world's largest brewer). Small,