Founded in Amsterdam, Holland, in 1864 by Gerard Heineken, Heineken N.V. is a brewing company with an international presence in different parts of the world (Heineken). The company operates in 190 countries in Africa, the Middle East, Europe, Americans, Asia Pacific, and the United States with over 165 breweries producing over 300 brands of specialty beers and ciders (Heineken). Globally, Heineken employs 85,000 employees, and this number is expected to increase in the coming years with the expansion of operations internationally.
The company’s leadership is made up of experienced leaders with diverse backgrounds and unrivaled expertise in their key operation areas. The current CEO is Jean-François van Boxmeer, and he has been in that position since 2005 (Heineken). An Executive Board, which is appointed in an annual general meeting, is tasked with managing the company’s affairs. Members of this board include the current CEO as the chairperson and Laurence Debroux, the company’s CFO.
Under the Executive Board is the Executive Team, made up of eight members – four regional presidents, the two members of the Executive Board, and four Chief Officers (Heineken). Two Executive Directors and ten members of the Supervisory Board complete the leadership structure of the company. Heineken’s mission is to become a proud, independent, and global brewer focused on surprising and exciting its consumers. Its vision is to win all markets with the Heineken brand.
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Heineken should consider the several recommendations to improve its market share and remain competitive internationally. It should leverage the Internet to accelerate its e-commerce presence and use the social media to create brand awareness in both established and emerging markets. In addition, it should expand its market share through mergers and acquisitions in different parts of the world. On top of deploying innovation to create environment-friendly products to appeal to environment conscious consumers, it should develop healthy drinks targeting the niche market of healthy conscious consumers.
The company needs to capitalize on its strong distribution network to outcompete new entrants and big brands and use technology and innovation to reduce cost of production, hence low pricing of products to improve competitiveness. It also needs to invest in research and development together with market research and finally provide incentives and other benefits to reduce turnover rates. Implementing these recommendations will enable the company to achieve its mission objectives.
Heineken is an established beer and cider brand, which has been in operation for the last 156 year since its foundation in 1864 in Amsterdam, Holland. The company’s presence spans over 170 countries, and it produces over 300 brands of specialty beers and ciders under the leadership of the current CEO, Jean-François van Boxmeer. Its leadership structure has an Executive Board at the top, followed by the Executive Team – made up of eight members.
Executive Directors and a ten-member Supervisory Board complete the leadership structure of the company. Heineken has various strengths, weaknesses, opportunities, and threats as discussed in this paper. Additionally, the PESTEL analysis shows the various political, economic, social, technological, environmental and legal factors that affects the company’s operations internationally.
Heineken: The World’s Most International Brewer. Heineken Company, 2020. Web.