Essay on Heineken Marketing Report 2009

Decent Essays


Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein

I - Intro on company History of the company
II - Environmental Analysis 1 - Economic forces 2 - Political & Legal forces 3 - Demand a)Total size of market b)Market share c)Characteristics of demand 1-When 2-where 3-how often costumers buy 4 - Competitive forces 5 - Technological forces 6 - Social/Cultural forces
III - SWOT Analysis A. Strengths and Weaknesses B. Opportunities and Threats
IV - Marketing objectives
V - Marketing strategies A. Target markets …show more content…

Large-scale industry consolidation, a global slowdown in category growth, significant increase in input costs and cost pressures and above all, an unprecedented economic crisis unfolding in the second half of the year. Against this backdrop, Heineken delivered strong organic growth in net profit of 11 per cent, revenue growth of more than 27 per cent (7 per cent organic) and 16 per cent increase in Group volume (4 per cent organic). However, the exceptional economic circumstances required the company to reduce the value of goodwill in Russia, its investment in India and in its pub portfolios in the UK . These non-cash exceptional charges, together with low profit contributions of new businesses and the related financing costs resulted in a substantially lower reported net profit. Looking back over the last three years, Heineken has become more resilient, performance driven and competitive. They have achieved an average top-line growth of 16.5 per cent per year and grown the Heineken® volume in the premium segment by 3.4 million hectolitres, an average of 7.3 per cent per year. They are more efficient thanks to the successful delivery of more than €450 million of cost savings between 2006 and 2008 linked to their Fit2Fight programme. And they have a much stronger global footprint.[1]

II.2. Political-legal forces

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