operating management heineken

Thèmes abordés

Analyzes

Résumé du document

we have to answer to a heinekein case study. This case want to make a strategy for a new product who's target young people. We had to developped the communication of this project, and tell more about the potentials forced dregs with an alcoholic product.

Extraits

[...] A SWOT analysis of Heineken will allow you to understand the strengths, weaknesses, opportunities and threats to the Heineken business in the coming years Strengths Heineken has an established track record as a brewer with international success. In addition to its flagship Heineken lager, the brewer owns over 200 other brands of beer throughout the world. Weaknesses Heineken's weakness may be its size. The brewer has grown so large that there may be little room for it to further expand its market. Opportunities Heineken has made acquisitions in emerging markets such as India, Asia and Latin America. [...]

[...] However the Heineken mark being a pledge of quality, the fact of preserving its notoriety by creating an additional product could support the interest of the young people, Venn relationship with the fashion and product quality “Buvez Serein, Buvez mâlin”. Internet, new tools essential to the free publicity of right, following the example of orange or of QUICK, it is necessary for us to develop advertising videos which will be to diffuse on Internet. For example, we could make films amateurs with the consuming truths put in scene with new beer, but by leaving the improvisation dominated. To conclue And for that, we propose our services from creation to implementation of product launch. [...]

[...] These are the markets where Heineken has the greatest potential for growth, and where its greatest opportunities lay. Threats Heineken's major threat is Anheuser-Busch InBev (the world's largest brewer). Small, regional brewers in various markets may pose a minor threat as well. Anheuser-Busch InBev poses a threat in the emerging markets, where it is also investing. To circumvent the limitation of the blood alcohol content at the wheel, and in order to help with this limitation, we propose to create a beer with a percentage of less strong alcohol The vision of French on alcohol for the young people is undoubtedly the most complex problem to approach. [...]

[...] For that we will set up a contest Web, where each one will be able to take part free. This system is with double challenge, it enables us to create a young image made by the young people, but also to collect files of contact customer Today, the young people choose packages more and more, it is thus important to meet this need for saving and consumption in mass. For that we propose that our packaging are sold per unit and pack of 6 or The beers aromatized are already part of our panel of product, and our competitors one also a great place on this market. [...]