Company Analysis: Heineken

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Company analysis: Heineken

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Group  “The Heineken Experience”

Erik Proderutti

Simona Taskovska

Olgica Loznalieva

Sara Del Monte

 Martina Monaco

Giovanni Carollo

Professor: D. Ghezzi

Module: Management

Submission date:  12 January 2015

Contents

The company:        

Structure of the company        

Industry analysis        

PEST Analysis of Heineken        

Porter’s 5 forces industry analysis:        

        Supplier Power        

        Buyer power        

        Competitive Rivalry (identification of competitive clusters)        

        Threat of substitution        

        Threat of new entry        

SWOT analysis:        

Heineken’s strategies        

Financial analysis of Heineken:        

Conclusion:        

References:        

Appendix1:        

Appendix2:        

Appendix3:        

Appendix4:        

THE COMPANY

The company, established in 1864 by the Heineken family, has a long and proud history and heritage as an independent global brewer. From a single brewery in Amsterdam 150 years ago, Heineken has grown into the world’s most international brewer. It all starts, when Sir Gerard Adriaan Heineken bought on 15th February the Haystqck brewery. Only 9 years later, Heineken's Bierbrouweij Maatschappij N.V. (HBM) was established. In 1889 Heineken 1889 was honored with the "Diplome de Grand Prix" at the World's Fair in Paris and just one year later they imported their first beer into a new Continent: Africa.

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