Internal Analysis
Heineken is presently the 3rd largest beer brewer in the world, with more than 115 breweries in 65 countries. The Heineken name is recognizable virtually anywhere in the world, and the brand has been built on a quality product that has used the same recipe for close to 150 years. Heineken has always been marketed as a premium brand worldwide, and the Heineken brand image is built around five core values: taste, “premiumness”, tradition, winning spirit, and friendship.
To effectively analyze Heineken’s strengths and weaknesses, we should examine Heineken N.V.’s present marketing mix:
Product
A key strength for Heineken is the fact that the product is produced to be exactly the same, no matter which of 115 or more breweries it was produced at. The recipe has stayed the same for nearly 150 years, and Heineken’s attractive packaging and red star are recognizable nearly anywhere in the world. Heineken’s entire brand image is centred on it being a superior quality beer with exceptional taste. Heineken has also won many awards for its beer, which reinforces their claim that Heineken is a product of the highest quality. One potential weakness is that Heineken lacks a production base in many markets, which inevitably leads to higher costs associated with getting the product to market in these areas. However, the flip side to that is the consumer’s perception of “premiumness” that is often associated with an imported beer versus one that is produced domestically. Another important strength for Heineken lies in their innovation, as is evident by their recently released Heineken Draught Keg.
Price
Heineken is priced higher than your average domest ...