SWOT Analysis Business Communication Ms Terri Yueh 16

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 Quick Facts Heineken in Amsterdam • Sells to 170 countries • 4 th Largest brewery in the world • 115 • Leading brand portfolio breweries in • Principal brands Heineken and 65 countries Amstel • Sells 8. 5 B • Leading imported brand in bottles per Taiwan 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 S W T O • Loss of Control • Variety • 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: //kake 0226. pixnet. net/blog/post/18940201>. • “Heineken Case Study Business Analysis. ” Slide. Share Inc. 2009. Retrieved from <http: //www. slideshare. net/jin 88 lin/heineken-case-study-analysispresentation>. • Hwang, Jim. “Bottoms Up. ” 01 Feb 2005. Government Information Office. 2009. Retrieved from < http: //taiwanreview. nat. gov. tw/ct. asp? x. Item=1052&Ct. Node=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 You. Tube. com – http: //www. youtube. com/watch? v=c. Suh. Paodb. Yo&feature=player_embedded – http: //www. youtube. com/watch? v=x. Zbf. GLb. TKyw

REFERENCES • Images Taken from the following websites: – http: //www. smashingapps. com/wpcontent/uploads/2008/09/heineken. jpg – http: //euclid. ucc. ie/appliedmath/murphys 2008/Heineken. jpg – http: //www. wrat. com/Portals/1/heineken. jpg – http: //fc 08. deviantart. net/fs 22/f/2007/348/3/a/Heineken_Adv ertisement_by_Stan 88. jpg – http: //www. whirl. nl/wlog/images/nike-heineken-shoes. jpg – http: //www. irishrugby. ie/images/news/Heineken. Cuptrophy_ru gbyball_Croke. Park. jpg – http: //www. garoo. net/photos/2003/08/20030819 -heineken 01. jpg

REFERENCES • Images Taken from the following websites: – http: //theinspirationroom. com/daily/print/2008/12/heineken_ paris. jpg – http: //www. michaelvanemdeboas. com/galleries/Art. Projects/Tribute-to. Warhol/2007_0000_Kunstfabriek_Heineken__1. jpg – http: //th 07. deviantart. net/fs 15/300 W/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/object 3/243/78/n 22695910833_620 3. jpg – http: //image. rakuten. co. jp/diren 88/cabinet/item/coronabeeri mg 002. jpg – http: //designdepartment. wordpress. com/2006/06/28/it-couldonly-be-heineken/