OVERVIEW OF STRATEGIC ENVIRONMENT
A. Brand Image
The Heineken brand is the main product of the company and is considered as its most important asset. Heineken belongs to the top-international beer brand circles in the world, as proven by its average growth of nearly 8% in sales volumes in the last ten years.
The Heineken brand already has a premium status in all its markets. It is practically the main profit provider of the company in the broad markets. Also, because of its market strength, the Heineken brand has already obtained significant profitable segments on its own.
B. Competitor Analysis
Interbrew is considered as one of the fiercest competitors of Heineken. Interbrew proclaims itself as the “world’s best local brewer” in the markets, while Heineken claims to be the “best international brewery group in the world.” Both companies claim to have strong global connections, but Interbrew sells their beer brands on local or international levels while Heineken sells its company name.
This distinct difference in the approach of both brewing companies is perhaps the reason why a majority of consumers have always forgotten the existence of Interbrew. Instead, consumers are more familiar with the company’s labels such as Stella Artois and Labatt Blue.
Credit:ivythesis.typepad.com
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