Table of Contents 1
Executive Summary 2
Beer Industry: Slow Growing, Rapidly consolidating 3
Who is Who of Heineken and its Main competitors in Greece 4
Challenges of the Beer Industry 7
The integration of Eastern Europe and how it affects the Beer business. ... 8
Heinekenˇ¦s International Objectives & Strategy 9
Remain one of the total global Brewers. ... 9
Building the most valuable brand portfolio, with Heineken as the international flagship brand, 9
Remain independent. 9
What goes wrong in Greece 10
The Olympic Games of Athens in 2004 10
The entrance of many national competitors in the beer market 10
The entrance of other low-alcohol drinks in the Greek market 11
Can Heineken Win the Bet in the Greek Market? ... 11
Bibliography 13
EXECUTIVE SUMMARY
In order to understand how does Heineken operate in the Greek market we should first examine the general environment of the market of beverages. ... One of the largest beer industries is Heineken S. ... Heineken is a Dutch company operating worldwide in more than 170 countries. ... In Greece Heineken is distributed by the Athenian brewery S. ...
Apart from these challenges Heineken has to fulfil its own objectives in order to keep or improve its position in the local markets. Its four major objectives are to remain one of the total global Brewers, to be more profitable per hectolitre than other international Brewers, to build the most valuable brand portfolio, with Heineken as the international flagship brand and finally to remain independent. Heineken tries to take advantage of its economies of scales in production, marketing and distribution to reach its goals. ... Heineken is the market leader in Greece since 1981, so its first goal is to remain at this position and then to increase its market share. Moreover, Heineken is a Grand Sponsor of the Olympic Games of 2004, which take place in Athens. ...
With proper planning Heineken will overrule its competitors and regain its share in the Greek market. ... The worldˇ¦s largest companies and industry leaders are A-B, Heineken, Miller, South African Beverages (SAB) and Brahma.
WHO IS WHO OF HEINEKEN AND ITS MAIN COMPETITORS IN GREECE
The Heineken brand is the flagship of Heineken N. ... Heineken is the top-international beer brand in the world and its sales volumes have shown a cumulative average growth of 8% per annum in the last ten years. The company produces over 80 brands (Heineken, Amstel, Desperados, Murphyˇ¦s Irish Red, Murphyˇ¦s Irish Stout, Affligem, Paulaner Weiss beer an Wiekse Witte) selling them in more than 170 countries. There are about 110 Heineken breweries operating in over 50 countries all over the world.
Although Heineken is the number one premium beer in the European Union, it doesnˇ¦t have a similar success outside Europeˇ¦s borders.
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