SWOT Analysis
Business Communication
Ms. Terri Yueh
16 November 2009
Lea
Evelyn
Jason
OUTLINE
• Introduction
• Slogan and Marketing
• SWOT Analysis
• Conclusion
• References
About HEINEKEN
• Established in 1864 by Gerard
Heineken in Amsterdam
• 4th Largest brewery in the world
• Leading brand portfolio
• Principal brands Heineken and
Amstel
• Leading imported brand in
Taiwan
Quick Facts
• Sells to 170
countries
• 115
breweries in
•
65 countries
Sells 8.5B
bottles per
year
JUST WANT HEINEKEN.
• Message
• We don’t want anything
else.
• Analysis
• Simple and easy to remember
• Promoted and communicated
well in advertisements
• Establishes the superiority of
Heineken
• Also says that you can have
Heineken whenever you want
Click on images to view sample commercial films.
JUST WANT HEINEKEN.
• Comments
• Can be improved to
“just need
Heineken” saying
that you must drink
Heineken
• Advertisements
directed too much
on males
JUST WANT HEINEKEN.
• General Marketing
Strategy
– Focus on quality
– Consistent taste
– Adapting to environment
• Matching promotional
gimmicks to country and
culture
• For store furnishing has
local themes
SUMMARY
• Image
• Company
• Partnerships
• Adaptation
• Share of Throat
• Global and Local
Competition
• Loss of Control
• Variety
S W
T O
• Affiliations
• International
Networks
SWOT Analysis
STRENGTH
• Long history and strong
foundation of company
• Well-built brand image
• Strong partnerships
with customers and
suppliers
• Well adapted product
mix
SWOT Analysis
WEAKNESS
• Control is decentralized
– Market control and
promotions are
fragmented
– Allows licensing
• Pricing
• Too much product
variety
– producing international
brands and local flavors
SWOT Analysis
OPPORTUNITY
• Affiliation with
organizations and events,
examples
– Nike
– Sports Tournaments
• Product Innovations
• International distribution
network
– Acquisitions and
partnerships bring
additional resources
SWOT Analysis
THREAT
• Numerous competitors
locally and
internationally
– Global expansion
– Extending product mix
• Regulatory laws
• Share of throat
– Healthier substitutes
– More conscious
customers
RECOMMENDATIONS
• Expand promotions to females and to
young adults through:
– Concerts
– Local sports and events
• Fortify hold on regional markets with
local events
• Improve promotion of other products
in the mix
REFERENCES
• “Heinken.” OPPapers.com 2009. Retrieved from
<http://www.oppapers.com/essays/Heineken/158261>.
• “Heineken Beer pei qi found a series of ads '09 .05.26 add latest ads!!” 20
June 2008. Pixnet 2009. Retrieved from
<http://kake0226.pixnet.net/blog/post/18940201>.
• “Heineken Case Study Business Analysis.” SlideShare Inc. 2009. Retrieved
from <http://www.slideshare.net/jin88lin/heineken-case-study-analysispresentation>.
• Hwang, Jim. “Bottoms Up.” 01 Feb 2005. Government Information Office.
2009. Retrieved from <
http://taiwanreview.nat.gov.tw/ct.asp?xItem=1052&CtNode=128>.
• Mellon, Garrett and Salles, Thibault. “Heineken Speed Product Line.” 17
Dec 2007. Marketing Management and Research. National Sun Yat-Sen
University.
• Videos Taken from YouTube.com
– http://www.youtube.com/watch?v=cSuhPaodbYo&feature=player_embedded
– http://www.youtube.com/watch?v=xZbfGLbTKyw
REFERENCES
• Images Taken from the following websites:
– http://www.smashingapps.com/wpcontent/uploads/2008/09/heineken.jpg
– http://euclid.ucc.ie/appliedmath/murphys2008/Heineken.jpg
– http://www.wrat.com/Portals/1/heineken.jpg
– http://fc08.deviantart.net/fs22/f/2007/348/3/a/Heineken_Adve
rtisement_by_Stan88.jpg
– http://www.whirl.nl/wlog/images/nike-heineken-shoes.jpg
– http://www.irishrugby.ie/images/news/HeinekenCuptrophy_rug
byball_CrokePark.jpg
– http://www.garoo.net/photos/2003/08/20030819-heineken01.jpg
REFERENCES
• Images Taken from the following websites:
– http://theinspirationroom.com/daily/print/2008/12/heineken_p
aris.jpg
– http://www.michaelvanemdeboas.com/galleries/ArtProjects/Tribute-toWarhol/2007_0000_Kunstfabriek_Heineken__1.jpg
– http://th07.deviantart.net/fs15/300W/f/2007/034/8/3/heineke
n_live_large_by_neon_state.jpg
– http://stagehpl.com/img/Portfolio_Banner.jpg
– http://profile.ak.fbcdn.net/object3/243/78/n22695910833_620
3.jpg
– http://image.rakuten.co.jp/diren88/cabinet/item/coronabeerim
g002.jpg
– http://designdepartment.wordpress.com/2006/06/28/it-couldonly-be-heineken/