Heineken in France

Résumé du document

European leader and challenger in France, Heineken is based on the production and the distribution of prestigious brands: Heineken, Desperados, Kriska, Amstel, Pelforth, Affligem, Buckler, 33 Export, Panach', Fisher, Edelweis, Adelscott, Murphy's, Georges Killian's, and Cruzcampo. The beer market in France underwent a crisis of growth in the 25 last years. As a result beer consumption decreased by 25% in volume. Moreover, under the attacks from "pre-mix" and the energy drinks, beer lost ground each year. The beer market is in evolution and the professionals, particularly the beer brands, must adapt as fast as possible. In France, the challenger Heineken must look for a parry to face this difficult market because of the new alcohol spending habits of French people. Which are the possible solutions to re-launch the sector in crisis? How can Heineken face this evolution and claim to keep its position of challenger? Which strategies does it follow? Does the Heineken group has the necessary resources and competencies to stop this phenomenon and at same time to penetrate the emergent markets? Can it continue to aim to gain shares of market for perhaps one day to reach the leader?

Extraits

[...] The beer's consumption in France: A market in strong decline. - Currently : The summer bad weather had negative consequences on the sales. Moreover, the increase in the world levels of the barley prices made only worsen the situation. Because of these events the price of beer should increase by 8 to 10%[3]. Indeed, the sales of beers for July, June and August 2007 moved back of because of the bad weather and the positive impact of the Rugby World Cup 2007 will not allow to make up for lost time recorded this summer. [...]

[...] For example Heineken will use the Radios Skyrock or Fun Radio to target the young people. But once again, it will be necessary to have recourse to the advices of an Advertising Agency. Sport sponsorship : Heineken should reinforce its sport partnerships because the impact of this mean of communication is very important. For example, the partnership with Rugby World Cup 2007 was determining for the strategy of revival of the sales of Heineken in spite of the few problems encountered because of the Evin”. [...]

[...] How Heineken can face this evolution and claim to keep its position of challenger? Which strategies does it follow? Does Heineken group has the necessary resources and competences to stop this phenomenon and in same time to penetrate the emergent markets? Can it continue to aim to gain shares of market for perhaps one day to reach the leader? Western countries offer no more potential but many challenges in beer'sector. Heineken in France Heineken's mission and diagnostic Business Mission French Market Position Beer's market : Stout, lager or bitter, there's something to suit all tastes. [...]

[...] Heineken's communication strategy shouldn't be identical to other European Heineken's for example. It's thanks to this physical evidence strategy based on the adaptation of the Heineken's image that the brand Heinekn and the company are today very well known. Conclusion The strategic receipt of Heineken thus support primarily on : - A brand strategy: Its field of activity is the production and the distribution of beers, beers without alcohol and shandies. - Its competences as regards innovation, of brand image, aiming at the top end of the market. [...]

[...] Control : For the same objectives, Heineken must to ensure and control quality in the customers establishments. These checks will make possible to offer to the final customers a product of quality and will make possible for the distributors to realize the perfectionism level of its supplier. This strategy allows Heineken to be closer to the customers (distributors and final customer), and to take care that its product is marketed in agreement with the values that Heineken tries to establish in the spirit of the customers. Material : Lastly, Heineken puts materials at partner's establishments' disposal. [...]