1. SWOT Analysis Business Communication Lea Ms. Terri Yueh Evelyn 16 November 2009 Jason

2. OUTLINE Introduction Introduction Slogan and Marketing Slogan and Marketing SWOT Analysis SWOT Analysis Conclusion Conclusion References References

3. About HEINEKEN Established in 1864 by Gerard Heineken in Amsterdam Established in 1864 by Gerard Heineken in Amsterdam 4 th Largest brewery in the world 4 th Largest brewery in the world Leading brand portfolio Leading brand portfolio Principal brands Heineken and Amstel Principal brands Heineken and Amstel Leading imported brand in Taiwan Leading imported brand in Taiwan Quick Facts Sells to 170 countries Sells to 170 countries 115 breweries in 65 countries 115 breweries in 65 countries Sells 8.5B bottles per year Sells 8.5B bottles per year

4. Message Message We don’t want anything else. We don’t want anything else. Analysis Analysis Simple and easy to remember Simple and easy to remember Promoted and communicated well in advertisements Promoted and communicated well in advertisements Establishes the superiority of Heineken Establishes the superiority of Heineken Also says that you can have Heineken whenever you want Also says that you can have Heineken whenever you want JUST WANT HEINEKEN. Click on images to view sample commercial films.

5. Comments Comments Can be improved to “just need Heineken” saying that you must drink Heineken Can be improved to “just need Heineken” saying that you must drink Heineken Advertisements directed too much on males Advertisements directed too much on males JUST WANT HEINEKEN.

6. General Marketing Strategy General Marketing Strategy – Focus on quality – Consistent taste – Adapting to environment Matching promotional gimmicks to country and culture Matching promotional gimmicks to country and culture For store furnishing has local themes For store furnishing has local themes

7. Affiliations International Networks Share of Throat Global and Local Competition Loss of Control Variety Image Company Partnerships Adaptation SW OTSUMMARY

8. STRENGTH Long history and strong foundation of company Long history and strong foundation of company Well-built brand image Well-built brand image Strong partnerships with customers and suppliers Strong partnerships with customers and suppliers Well adapted product mix Well adapted product mix SWOT Analysis

9. Control is decentralized Control is decentralized – Market control and promotions are fragmented – Allows licensing Pricing Pricing Too much product variety Too much product variety – producing international brands and local flavors WEAKNESS

10. OPPORTUNITY Affiliation with organizations and events, examples Affiliation with organizations and events, examples – Nike – Sports Tournaments Product Innovations Product Innovations International distribution network International distribution network – Acquisitions and partnerships bring additional resources SWOT Analysis

11. THREAT Numerous competitors locally and internationally Numerous competitors locally and internationally – Global expansion – Extending product mix Regulatory laws Regulatory laws Share of throat Share of throat – Healthier substitutes – More conscious customers SWOT Analysis

12. Expand promotions to females and to young adults through: Expand promotions to females and to young adults through: – Concerts – Local sports and events Fortify hold on regional markets with local events Fortify hold on regional markets with local events Improve promotion of other products in the mix Improve promotion of other products in the mix RECOMMENDATIONS

13. “Heinken.” OPPapers.com 2009. Retrieved from. “Heineken Beer pei qi found a series of ads '09.05.26 add latest ads!!” 20 June 2008. Pixnet 2009. Retrieved from. “Heineken Case Study Business Analysis.” SlideShare Inc. 2009. Retrieved from. Hwang, Jim. “Bottoms Up.” 01 Feb 2005. Government Information Office. 2009. Retrieved from. 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

14. REFERENCES Images Taken from the following websites: – http://www.smashingapps.com/wp- content/uploads/2008/09/heineken.jpg http://www.smashingapps.com/wp- content/uploads/2008/09/heineken.jpg – http://euclid.ucc.ie/appliedmath/murphys2008/Heineken.jpg http://euclid.ucc.ie/appliedmath/murphys2008/Heineken.jpg – http://www.wrat.com/Portals/1/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://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.whirl.nl/wlog/images/nike-heineken-shoes.jpg – http://www.irishrugby.ie/images/news/HeinekenCuptrophy_rug byball_CrokePark.jpg http://www.irishrugby.ie/images/news/HeinekenCuptrophy_rug byball_CrokePark.jpg – http://www.garoo.net/photos/2003/08/20030819-heineken- 01.jpg http://www.garoo.net/photos/2003/08/20030819-heineken- 01.jpg

15. REFERENCES Images Taken from the following websites: – http://theinspirationroom.com/daily/print/2008/12/heineken_p aris.jpg http://theinspirationroom.com/daily/print/2008/12/heineken_p aris.jpg – http://www.michaelvanemdeboas.com/galleries/Art- Projects/Tribute-to- Warhol/2007_0000_Kunstfabriek_Heineken__1.jpg http://www.michaelvanemdeboas.com/galleries/Art- Projects/Tribute-to- Warhol/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://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://stagehpl.com/img/Portfolio_Banner.jpg – http://profile.ak.fbcdn.net/object3/243/78/n22695910833_620 3.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://image.rakuten.co.jp/diren88/cabinet/item/coronabeerim g002.jpg – http://designdepartment.wordpress.com/2006/06/28/it-could- only-be-heineken/ http://designdepartment.wordpress.com/2006/06/28/it-could- only-be-heineken/