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5 pages/≈1375 words
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Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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Topic:

Internal and External Analysis of Heineken

Essay Instructions:

Threat: How can Heineken attract consumers aged 15-35 to protect share of market as 2016?
You have at this point created your thread (the question you wish to answer) and the SWOT should tie to elements that impact the outcome of answering the thread for all four perspectives. Remember the two questions when trying to put the element in the right bucket:a) Do I have control or not? b) Is it good or bad for the company?
Internal Questions to Ask:
Identify whether your company has a competitive advantage or disadvantage in its primary industry.
Evaluate your company against the four generic building blocks of competitive advantage: efficiency, quality, innovation, and responsiveness to customers. How does this exercise help you understand the performance of your company relative to its competitors?
What are the distinctive competencies of your company?
What roles have prior strategies played in shaping the distinctive competencies of your company? What has been the role of luck?
Do the strategies your company is currently pursuing build on its distinctive competencies? Are they an attempt to build new competencies?
What are the barriers to imitating the distinctive competencies of your company?
Is there any evidence that your company finds it difficult to adapt to changing industry conditions? If so, why do you think this is the case?
External Questions to Ask:
Apply the Five Forces Model to the industry in which your company is based. What does this model tell you about the nature of competition in the industry?
Are any changes taking place in the macroenvironment that might have an impact, positive or negative, on the industry in which your company is based? If so, what are these changes, and how might they affect the industry?
Identify any strategic groups that might exist in the industry. How does the intensity of competition differ across these strategic groups?
How dynamic is the industry in which your company is based? Is there any evidence that innovation is reshaping competition or has done so in the recent past?
In what stage of its lifecycle is the industry in which your company is based? What are the implications of this for the intensity of competition now? In the future?
Is your company part of an industry that is becoming more global? If so, what are the implications of this change for competitive intensity?

Essay Sample Content Preview:

Internal and external analysis
Threat: How can Heineken attract consumers aged 15-35 to protect share of market as 2016? Name
Institution
Date Internal analysis 1. Identify whether your company has a competitive advantage or disadvantage in its primary industry. Heineken has good brand recognition especially in Europe and the company has made alliances with other beer companies to improve customer reach. The company’s geographic concentration is also mainly Europe especially the UK and the Netherlands.  Even as there are changing customer demands, the company still emphasizes the development of product innovations and this will attract a broader customer base including those in the 18-35 age brackets. Beer companies increasingly advertise and market their products to the age group, but Heineken may need to adjust the pricing strategy since younger customers are price sensitive. 2. Evaluate your company against the four generic building blocks of competitive advantage: efficiency, quality, innovation, and responsiveness to customers. How does this exercise help you understand the performance of your company relative to its competitors?

Heineken’s purpose drive business focuses on improving sustainability and efficiency. The company’s manufacturing network has improved the Heineken’s operational efficiencies and enhanced synergies in the beer market (Timetric, 2018).   The company has integrated corporate social responsibility in to core business processes to meet sustainability goals where there is better efficiency and eco-friendly policies (Mainwaring, 2017). While Heineken prioritizes the importance of quality, there is increased competition of pricing and quality. Product innovations remain a top priority of Heineken, and the company launches a range of products in diverse product categories, while the design strengthens the brands attributes (Timetric, 2018). There is emphasis on customer responsiveness to meet the customer needs without compromising the company’s products. Heineken’s brands remains strong while emphasis on strong quality and innovation is associated with better responsiveness to customers.

3. What are the distinctive competencies of your company? The company has a diverse product portfolio and well recognized brand equity. Heineken is the largest distributor in Europe and beyond the broad geographic footprint in Europe, and the company also operates in the Americans, Africa and Asia-Pacific region.  Investment in growth potential areas including the high growth areas and even the emerging markets with a diverse product range like soft drinks and cedar. 4. What roles have prior strategies played in shaping the distinctive competencies of your company? What has been the role of luck? Prior strategies have influenced Heineken’s competencies and competitiveness as the company pursues investments and disposals that improve business operations.   Additionally,  the strategies have been associated with improving the range of brand portfolio of beer, cider, soft drinks, spirits and wines Heineken not only offers products in the company’s bran...

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