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HeinekenStrategy and Value CreationThe Lisbon MBAGroups 2 and 7Ana SantosBruno OliveiraCaspar GuggenbhlJames ShannonJide FamuyiwaLeonor MartinsMarixcela VictoriaPedro HenriquesRui Barata
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AgendaSTRATEGIC ANALYSISPEST AnalysisSegmentationAttractivenessKey Success FactorsStrategic GroupsResourcesCore CompetenciesStrategic FitSTRATEGIC FORMULATIONVision & MissionObjectivesProducts-Market EvolutionVertical IntegrationInternationalizationOrganizational DevelopmentOrganizational Structure
RECOMMENDATIONSNew SWOT AnalysisStrategic Initiatives
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We are Heineken
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STRATEGIC ANALYSIS
PEST ANALYSIS
Pest AnalysisS
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SEGMENTATION
Segmentation
ATTRACTIVENESS
Attractiveness
KEY SUCCESS FACTORS
Key Success Factors
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STRATEGIC GROUPS
Strategic Groups
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RESOURCES
Resources
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CORE COMPETENCIES
Core Competencies
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STRATEGIC FIT
Strategic Fit Heineken has core competencies that allows the company to perform well in most segments, by impacting positively on the different key success factors.
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Strategic Fit Heineken has core competencies that allows the company to perform well in most segments, by impacting positively on the different key success factors.CORE COMPETENCIESBEERWINEDifferentiationMarketingDistribution ChannelsEconomies of ScaleCustomer ExperienceCostQualityBrand ValueAvailabilityConsistencyMarketingBrand / Image44544334324Product Portfolio554543-34-3Marketing and Sales45544544435Manufacturing Skills3434353----Operational Efficiency / Distribution Channels345444-3533AVERAGE FIT4.04.54.34.33.84.03.33.73.72.54.04.13.4
CORE COMPETENCIESSPIRITSCIDER / PERRYRTDs / HIGH STRENGTH PREMIXESQualityDifferentiationBrand ValueMarketingCustomer ExperienceDifferentiationQualityCustomer ExperienceDistribution ChannelsQualityEconomies of ScaleCostDifferentiationBrand ValueDistribution ChannelsBrand / Image4353454434-345-Product Portfolio44443454454-554Marketing and Sales3335444444---4-Manufacturing Skills3-2--33--344343Operational Efficiency / Distribution Channels-33-33--4-44335AVERAGE FIT3.53.33.44.03.53.84.04.03.84.04.03.73.84.24.03.53.93.9
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STRATEGIC FORMULATION
VISION & MISSION
Vision & Mission
A passion for quality, enjoyment of life, respect for people and respect for our planet.
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OBJECTIVES
Objectives
FinancialOther - Non FinancialLead by Innovation
Opportunities in the emerging markets
Shape the Cider market
Brewing a Better World
Global Business Services
Lead by Cool Marketing
SMARTSMARTSMARTSMART
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PRODUCTS-MARKETS STRATEGY
Products-Market Matrix
Market PenetrationIncreasing market share in current markets (North America and Europe)Market ExtensionExpansion into emerging markets in South America, Asia and MEAProduct DevelopmentInnovations with development of Radler variants in 2014DiversificationIntroduction of innovative products to new markets in Asia and MEA
Products-Market Evolution
Cost LeadershipSize and scale through major acquisitions in Mexico, Southern Africa and other regionsHigh bargaining power with suppliers and economies of scaleDifferentiationStrong brand established for products across geographiesIndustry leader in sustainability efforts. Top 5 globallyCompetitive Advantage
Heineken embraces moment marketingYour best momentsYour most premium momentsYour most irreverent momentsYour good moments
Key Product Differentiation Elements
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Evolution of Products-Market Strategy
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VERTICAL INTEGRATION
Vertical Integration
Forward IntegrationBackward IntegrationEat or be EatenSmallholder farmersThree tier system
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INTERNATIONALIZATION
Internationalization*Only Product extension so far has been Heineken Light for the US market
PortfolioHeineken
Internationalization
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Organizational Development
InternalExternal
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ORGANIZATIONAL STRUCTURE
Organizational Structure
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Simple StructureFunctional StructureDivisional structure or by strategic business unitsInternational structure by strat. b. units or networkDivisional StructureInternational structure by strat. b. units, matrix or networksFunctional StructureInternational functional or divisional structureExpansion of the products-markets matrixRelated Diversification InternationalizationRelated DiversificationRelated DiversificationInternationalizationNon - Related DiversificationInternationalizationActivities RecenteringActivities Recenteringstrategy and structure
Organizational Structure
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NEW SWOT ANALYSIS
WEAKNESSESSTRENGTHSTIMEPREMIUM BRANDSCONSOLIDATE PRESENCE IN ASIA, AFRICA AND LATIN AMERICA
LOW / NON-ALCOHOLIC
FEMALE CONSUMERS
LEGISLATION INCREASEREADY-MIXED AND FLAVOURED DRINKSNew SWOT
STRATEGIC INITIATIVES
Strategic Initiatives
Brewing a better future