GOALS / OBJECTIVES
Heineken has four main objectives:
A) Remain one of the top companies in terms of global brewing. Being on top of its industry enables Heineken to command the respect and confidence of its clients. Thus, the company is able to expand its operations through the acquisition of other brewing firms.
B) Gain more profit per hectoliter than other international brewers. The raw materials that are being laid down in the recipes used in Heineken are able to meet high quality standards. As a result, the company is able to earn more profit as against other brewing companies.
C) Build the best brand portfolio, with Heineken as the international brand of flagship; and
D) Maintaining its independence. Being an independent company allows Heineken to continue its tradition of excellence in both its products and services by setting new trends and standards.
In order to achieve these objectives, Heineken implements a strategy of selling a combination of local brands and international brands, but maintaining Heineken as the flagship brand. Heineken also aims for broader positions as well as either the top or secondary positions in any market of local beer. Any of these positions would be enough for Heineken to deliver a high level in terms of production, marketing and distribution. Moreover, these positions create a platform from which the company can sell their premium brand Heineken, Amstel and other specialty beers. Heineken’s branches of breweries in the Netherlands and Poland are perfect examples of broad leadership positions. And with a continued focus on the structures of the costs, the above mentioned objectives should undoubtedly be reached.
Credit:ivythesis.typepad.com
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