Situation Analysis Heineken

1. Introduction

Heineken N.V. is a beer brewing company which operates worldwide and is one of the leading brewers. Heineken was founded by Gerard Adriaan, who purchased a brewery in Amsterdam in 1864. In 1868 a second brewery was bought and from then on expansion followed. By now the company’s product portfolio contains over 200 varieties of international premiums, regional, local and specialty beers (Line, 2011). Heineken is the market leader in several Western Europe countries, and strives to be the world’s leading premium beer.

Due to the high quality of their products, their marketing and the sponsorship ability Heineken has been the most successful beer company (Line, 2011). Furthermore, the company sponsors several sporting events like the ‘Heineken Cup’ (rugby) and the Heineken Open (tennis). The Heineken experience, its own museum based on the original brewery in Amsterdam, is visited by 350.000 people every year.

Heineken has been the most successful beer company in Europe and the rest of the world. However, this month the company announced that the sales volumes of the first half of 2011 in Europe and the US were lower than expected. Due to the poor weather conditions in Europe in the high-selling season of July and Early August 2011, Heineken's net profit for the six months to June 2011 stood at 605 million Euros, down from 700 million Euros a year earlier (Unit Book International Marketing Planning, 2011).

This marketing plan, as a foundation for marketing activities, should help to achieve a 4% boost in sales. The plan focuses on people in the age group of 18-30 years within the United Kingdom. Firstly, the situation will be analysed. Secondly, a new strategy and objectives will be defined. Thirdly, forecasts will be made and a break-even analysis will be conducted. Lastly, all the results will be analysed and defined how Heineken should achieve the marketing objectives (Unit Book International Marketing Planning, 2011). Secondary data will be used to obtain the information needed.

2. Situation analysis

This chapter provides background data on the market, by analysing the customers, looking at the market demographics, the market needs and trends, the market growth, current product offerings and competition. Furthermore, a SWOT analysis is conducted and key and critical issues are discussed.

2.1 Customers

Heinekens customers can be analyzed by gaining knowledge about their characteristics and needs, their cultural elements, the social connections and personal elements.

Important characteristics and personal elements of Heinekens consumers, the demographics, are gender, age, education and family status. Regarding the demographics, the conclusion can be made that men drink more