Đề tài HEINEKEN COMPANY

Click to edit Master text styles Second level Third level Fourth level Fifth level Group 7 ‹#› Click to edit Master title style Banking Academy Group 7 Group 7 ENGLISH BUSINESS I Group 7 The presentation: HEINEKEN COMPANY Members of group 7 Phan Hà Mai Vũ Thị Hằng Vũ Thị Mỹ Hạnh Trần Thị Thanh Loan Bùi Thị Mai Nguyễn Hữu Nghĩa Group 7 Group 7 Presentation of structure II. History 2 III. Activities 3 VI. Vision 6 IV. Marketing compaign 4 V. Global structure 5 I. Introduction 1 I. Introduction Group 7 Heineken is proud to be one of the world’s leading independent brewers. They create value and enjoyment for millions of people by brewing, marketing and selling some of the highest quality beers available today. I. Introduction Over the past 140 years, three generations of the Heineken family have built and expanded the brand and the company in Europe and around the world. Group 7 I. Introduction As of 2007, Heineken owns over 125 breweries in more than 70 countries and employs approximately 54,000 people Heineken ranks as the third largest brewer in the world based on volume. Group 7 II. History of the company The Heineken company was founded in 1864 when the 22 years old Gerard Adriaan Heineken bought a brewery known as De Hooiberg (the haystack) in Amsterdam Group 7 Amsterdam Mr. Gerard Adriaan II. History of the company The founder’s son, Henry Pierre Heineken, managed the company from 1917 to 1940 Group 7 Mr. Henry Pierre Heineken Dr. H. Elion, a pupil of the French chemist Louis Pasteur, developed the “Heineken A-yeast” . This yeast is still the key ingredient of Heineken beer. II. History of the company After World War I, the company focused more and more on export. And Heineken has remained one of the most successful imported beer brands in the United States. Group 7 The development of Heineken Group 7 2012: strong development 1886: Dr.H.Elion developed the “A-yeast” 1874: opened a second brewery in Rotterdam 1864: company was founded The development of heineken Group 7 III. Activities It brews and sells more than 170 international premium, regional, local and specialty beers. Group 7 III. Activities Heineken sponsors a number of sporting events. Group 7 III. Activities With an annual beer production of 139.2 million hectoliters, Heineken ranks as the third largest brewer in the world after Anheuser-Busch InBev and SABMiller, based on volume. Group 7 IV. Marketing compaign Group 7 The price The sponsoring Logo HEINEKEN The product Advertisement Group 7 IV. Marketing compaign - Five - pointed red star The letter “e” surface placed inclined laugh Flower Houblon-raw materials for beer Group 7 Flower Houblon IV. Marketing compaign The product consists of 4 main types:  Heineken Pilsener  Heineken Premium Light  Heineken Oud Bruin  Heineken Tarwebok Group 7 IV. Marketing compaign Group 7 . The Product Quality is the most important factor. They always ensure that their products are processed at standard conditions by the traditional formula from 1873. To packaging, Heineken leaves behind rivals with a variety of packaging and convenient bottles with capacity of different types of cans and bottles IV. Marketing compaign Group 7 duct price: 295 000 VNĐ price: 23 000 VNĐ price: 560 000 VNĐ prie: 14 200 VNĐ Price: 28 000 VNĐ Price: 16 500 VNĐ Sponsoring programs Group 7 V. Global structure Heineken organises the company into five territories which are then divided into regional operations These territories contain 115 brewing plants in more than 65 countries, brewing local brands in addition to the Heineken brand. Group 7 V. Employee Number: 54,000 people Qualities => Some basic qualities they look for are: Management talent and experience An interest in international work experience Top of graduating class with degrees Group 7 V. Competition: Group 7 Budweiser-InBev Miller-SABMiller Carlsberg Heineken succeeds in the marketplace by offering competitively priced, quality products. =>There are 23 competitors for Heineken, example: VI. VISION As one of the top company in the high-quality beer market, Heineken is expected to develop much more in the future heinekem will continue to comfirm its leading position in this market in the next century if launching this product into market by massively-penetrating or covered market strategies can fail so this company will use the market segmentaion method to find its potential , appealing market and more importantly, consistent with the ability and resources of the company. as one of the top company in the high-quality beer market, Heineken is expected to develop much more in the future heinekem will continue to comfirm its leading position in this market in the next century Group 7 HEINEKEN Group 7 Thank for listening ! Group 7 The end of presentation