What
 Who
 How

Premium

 beer
and
price
 Diversified
 portfolio
 Brand
image
 Status
 Young
adults
 Global
 presence:
170
 countries



Emphasis
on
 reputation


Company
 Overview


Strategic
 Analysis


International
 Strategy


Comparative
 Analysis


Future
 Challenges


1864
 1921‐1931
 1949
 1961
 1968
 1983
 2008
 2010

Company
 Overview


• Heineken
family
entered
the
beer
business

 • Moving
into
US
and
Asian
markets
 • Beer
can
travel
–
focus
on
brand
&
marketing
 • Expansion
to
South
America
and
Africa
 • Heineken
merged
with
biggest
competitor
Amstel
 • Cooperation
with
Coca‐Cola
in
Brazil
 • Entering
the
Japanese
market
under
a
license
 • Acquisition
of
Scottish
&
Newcastle

 • Merger
with
FEMSA
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges


Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

000
 thousand
 hectolitres
 Revenue
 +27%
 






4.318
 mil.
€
 300 200 100 0 Worldwide Volume (millions of hectoliters) 17000 Worldwide Revenue (€ million) Heineken Inbev SabMiller Heineken Inbev SabMiller Heineken Inbev SabMiller Heineken Inbev SabMiller 16000 15000 14000 13000 2008
 2008
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .2005
 2008
 +19%
 Volume
 125.

Firm
Infrastructure
 Human
Resource
Management
 Technological
Development
 Procurement
 Marketing
&
 Sales
 Operations
 Outbound
 logistic
 Inbound
 logistic
 Service
 Margin
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Brand
 recognition
 Expansion
 Economies
 of
scale
 Advertisement
 Portfolio
 mix
/
 diversification
 Synergies
 Innovation
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Threat
Of
 Entry
 Power
Of
 Suppliers
 Competitive
 Rivalry
 Power
Of
 Buyers
 Threat
Of
 Substitutes
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

TE
 PS
 CR
 PB
 TS
 BEER
INDUSTRY
 PORTER
FIVE
FORCES
 • Powerful
and
experienced
incumbents
 • Market
saturation
and
low
differentiation
 • Investment
needs
and
high
entry
barriers
 • Threat
from
other
beverage
companies
 Threat
Of
Entry
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

TE
 PS
 CR
 PB
 TS
 BEER
INDUSTRY
 PORTER
FIVE
FORCES
 • Alcoholic
and
non‐alcoholic
beverage
 • Ambiguous
price/performance
–
taste
dependent
 • High
loyalty
to
beer:
most
drank
alcoholic
beverage
 • Health
consciousness
growth
trend
 Threat
Of
Substitutes
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .


malting
barley)
 • Small
and
fragmented
supplier
breakthrough
 • Orders
from
major
brewers
crucial
for
suppliers
 Power
Of
Suppliers
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .g.TE
 PS
 CR
 PB
 TS
 BEER
INDUSTRY
 PORTER
FIVE
FORCES
 • Local
scarcity
and
shortage
signs
 • Easy
access
to
supplies
(e.

TE
 PS
 CR
 PB
 TS
 BEER
INDUSTRY
 PORTER
FIVE
FORCES
 • Retailers:
 • Fragmented
and
diversified
 • Several
switching
options
and
little
differentiation
 • Consumers:
 • Price
sensitive
and
culture
dependent
 • No
switching
costs
 • Fragmented
but
loyal
buyers
 Power
Of
Buyers
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

TE
 PS
 CR
 PB
 TS
 BEER
INDUSTRY
 PORTER
FIVE
FORCES
 • Mature
and
saturated
industry
with
static
growth
 • Strong
brands.
loyalty
effects
and
low
differentiation
 • Intense
rivalry
at
the
top
 • High
exit
barriers
 Competitive
Rivalry
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Beer
Industry
‐
Porter
Five
Forces
Analysis
 Competitive
Rivalry
 5
 4
 3
 Threat
Of
Entry
 2
 1
 0
 Threat
Of
Substitutes
 Power
Of
Suppliers
 Power
Of
Buyers
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

KEY
ISSUES
 Health
Consciousness
Trend
 Increasing
Regulations
(IEC)
 Expansion
To
Eastern
Cultures
 Increasing
Concentration
 Segment
Saturation
And
Cannibalization
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Strengths
 •  
Large
portfolio
including
major
beverage
brands
 •  
Unique
innovation
‐
product
and
consumption
 •  
Worldwide
famous
brand
image

 Weaknesses
 •  Inconsistent
positioning
(premium
vs.
mainstream)
 •  Damaged
reputation
due
to
minor
scandals
 •  Higher
exposure
to
risk
–
acquisitions
and
cultural
differences
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Opportunities
 •  Backwards
integration
to
supply
gathering
 •  Emerging
economies
with
growing
populations
and
income
 •  Highly
demanding
consumers
looking
for
specific
taste
 Threats
 •  Increasing
health
consciousness
concerns
towards
alcohol
 •  Rising
popularity
of
other
beverages
 •  Highly
regulated
industry
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Foreign
Product
Diversity
 Worldwide
 Product
 Division
 Global
 Matrix
 Foreign
Sales
 Over
Total
Sales
 Multi‐ Domestic
 Division
 Area
 Division
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Need
For
Global
 Integration
 Global
 Transnational
 Multi
 Domestic
 Need
For
Local
 Adaptation
 Future
 Challenges
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 .

Need
For
Global
 Integration
 Global
 Transnational
 Multi
 Domestic
 Need
For
Local
 Adaptation
 Future
 Challenges
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 .


Structure
 and
Rivalry
 Demand
Conditions
 Porter’s
 Diamond
 Related
and
Supporting
 Industries
 Company
 Overview
 Strategic
 Analysis
 Factor
Conditions
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .Firm
Strategy.

Country
 Netherlands
 Portugal
 Power
Distance
 Individualism
 Masculinity
 Uncertainty
Avoidance
 38
 63
 80
 27
 14
 31
 52
 104
 Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Company
 Overview
 Strategic
 Analysis
 International
 Strategy
 Comparative
 Analysis
 Future
 Challenges
 .

Filipe
Carvalhão
|
Joana
Vaz
|
Maria
Teresa
Costa
|
Michael
Beerhorst
|
Nuno
Loureiro
 .

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