Heineken Case Study
BA 300
03/20/2022
Executive Summary
1
Heineken is a Dutch multinational brewing company. Heineken has been
operating for more than 150 years. Heineken was founded on February 15, 1864, by
Gerard Adriaan Heineken when he took over a small brewery in Amsterdam. Heineken
first became big in France. By 1875 Heineken became France’s largest beer exporter.
Heineken was the first beer that was imported in the U.S. after prohibition was lifted in
1933. Heineken is now sold in more than 170 countries. It’s the world’s most
international premium beer brand and leads the way in everything from non-alcoholic
alternatives to inspired sporting partnerships. (Heineken>Our Company>Our Heritage)
Despite being the world’s most international premium beer brand, Heineken has
had some troubles. One of these troubles is that the brand is being deemed obsolete by
many younger drinkers. Heineken needs to change its strategy to be able to get
success with the younger drinkers. This is one thing that could help Heineken globally.
Issue Statement
Heineken has become one of the world’s biggest brewers. Despite being one of
the biggest brewers, Heineken has had some troubles specifically with younger
drinkers. The brand has been deemed obsolete by many young drinkers and this means
that Heineken is in danger of becoming a tired, and reliable but an unexcited brand. Just
in the United States 85.6% of people aged 18 and older reported that they drank
alcohol. (Alcohol Facts and Statistics) People start drinking as young as 18 years old.
Most alcohol drinkers are young drinkers which means that most of Heineken’s
customers are young drinkers and if Heineken wants to be successful it needs to find a
way to appeal to the younger drinkers if it wants to be successful globally.
Strategic Analysis
2
Heineken was originally run by three generations of Heineken ancestors.
Heineken has been well aware of the longstanding and well-established family traditions
that can be difficult to change. Heineken has now been passed to non-family members
to manage the firm which was a good idea because it could help avoid certain things
like family feuds/arguments that could negatively affect the company. Even though the
company has appointed non-family members to manage the company, Heineken was
originally run by three generations of Heineken ancestors. Heineken has been well
aware of the longstanding and well-established family traditions that can be difficult to
change. Heineken has now been passed to non-family members to manage the firm. I
think that this was a good idea because it could help avoid certain things like family
feuds/arguments that could negatively affect the company. (Case 13: Heineken)
