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HeinekenStrategy and Value CreationThe Lisbon MBAGroups 2 and 7Ana SantosBruno OliveiraCaspar GuggenbhlJames ShannonJide FamuyiwaLeonor MartinsMarixcela VictoriaPedro HenriquesRui Barata

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AgendaSTRATEGIC ANALYSISPEST AnalysisSegmentationAttractivenessKey Success FactorsStrategic GroupsResourcesCore CompetenciesStrategic FitSTRATEGIC FORMULATIONVision & MissionObjectivesProducts-Market EvolutionVertical IntegrationInternationalizationOrganizational DevelopmentOrganizational Structure

RECOMMENDATIONSNew SWOT AnalysisStrategic Initiatives

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We are Heineken

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STRATEGIC ANALYSIS

PEST ANALYSIS

Pest AnalysisS

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SEGMENTATION

Segmentation

ATTRACTIVENESS

Attractiveness

KEY SUCCESS FACTORS

Key Success Factors

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STRATEGIC GROUPS

Strategic Groups

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RESOURCES

Resources

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CORE COMPETENCIES

Core Competencies

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STRATEGIC FIT

Strategic Fit Heineken has core competencies that allows the company to perform well in most segments, by impacting positively on the different key success factors.

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Strategic Fit Heineken has core competencies that allows the company to perform well in most segments, by impacting positively on the different key success factors.CORE COMPETENCIESBEERWINEDifferentiationMarketingDistribution ChannelsEconomies of ScaleCustomer ExperienceCostQualityBrand ValueAvailabilityConsistencyMarketingBrand / Image44544334324Product Portfolio554543-34-3Marketing and Sales45544544435Manufacturing Skills3434353----Operational Efficiency / Distribution Channels345444-3533AVERAGE FIT4.04.54.34.33.84.03.33.73.72.54.04.13.4

CORE COMPETENCIESSPIRITSCIDER / PERRYRTDs / HIGH STRENGTH PREMIXESQualityDifferentiationBrand ValueMarketingCustomer ExperienceDifferentiationQualityCustomer ExperienceDistribution ChannelsQualityEconomies of ScaleCostDifferentiationBrand ValueDistribution ChannelsBrand / Image4353454434-345-Product Portfolio44443454454-554Marketing and Sales3335444444---4-Manufacturing Skills3-2--33--344343Operational Efficiency / Distribution Channels-33-33--4-44335AVERAGE FIT3.53.33.44.03.53.84.04.03.84.04.03.73.84.24.03.53.93.9

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STRATEGIC FORMULATION

VISION & MISSION

Vision & Mission

A passion for quality, enjoyment of life, respect for people and respect for our planet.

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OBJECTIVES

Objectives

FinancialOther - Non FinancialLead by Innovation

Opportunities in the emerging markets

Shape the Cider market

Brewing a Better World

Global Business Services

Lead by Cool Marketing

SMARTSMARTSMARTSMART

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PRODUCTS-MARKETS STRATEGY

Products-Market Matrix

Market PenetrationIncreasing market share in current markets (North America and Europe)Market ExtensionExpansion into emerging markets in South America, Asia and MEAProduct DevelopmentInnovations with development of Radler variants in 2014DiversificationIntroduction of innovative products to new markets in Asia and MEA

Products-Market Evolution

Cost LeadershipSize and scale through major acquisitions in Mexico, Southern Africa and other regionsHigh bargaining power with suppliers and economies of scaleDifferentiationStrong brand established for products across geographiesIndustry leader in sustainability efforts. Top 5 globallyCompetitive Advantage

Heineken embraces moment marketingYour best momentsYour most premium momentsYour most irreverent momentsYour good moments

Key Product Differentiation Elements

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Evolution of Products-Market Strategy

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VERTICAL INTEGRATION

Vertical Integration

Forward IntegrationBackward IntegrationEat or be EatenSmallholder farmersThree tier system

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INTERNATIONALIZATION

Internationalization*Only Product extension so far has been Heineken Light for the US market

PortfolioHeineken

Internationalization

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Organizational Development

InternalExternal

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ORGANIZATIONAL STRUCTURE

Organizational Structure

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Simple StructureFunctional StructureDivisional structure or by strategic business unitsInternational structure by strat. b. units or networkDivisional StructureInternational structure by strat. b. units, matrix or networksFunctional StructureInternational functional or divisional structureExpansion of the products-markets matrixRelated Diversification InternationalizationRelated DiversificationRelated DiversificationInternationalizationNon - Related DiversificationInternationalizationActivities RecenteringActivities Recenteringstrategy and structure

Organizational Structure

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NEW SWOT ANALYSIS

WEAKNESSESSTRENGTHSTIMEPREMIUM BRANDSCONSOLIDATE PRESENCE IN ASIA, AFRICA AND LATIN AMERICA

LOW / NON-ALCOHOLIC

FEMALE CONSUMERS

LEGISLATION INCREASEREADY-MIXED AND FLAVOURED DRINKSNew SWOT

STRATEGIC INITIATIVES

Strategic Initiatives

Brewing a better future