[마케팅전략] Heineken 하이네켄 분석 및 새로운 마케팅전략 제안(영문)

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하이네켄 마케팅전략

소개글

[마케팅전략] Heineken 하이네켄 분석 및 새로운 마케팅전략 제안(영문)에 대한 자료입니다.

Ⅰ Executive Summary
Ⅱ Company Description
Ⅲ Strategic Focus and Plan
1. Values and Principles of Heineken
2. Goal of Heineken
3. Core Competency and Sustainable Competitive Advantage
Ⅳ Situation Analysis
1. Environment analysis
2. SWOT analysis
3. Competitors analysis
Ⅴ Market-Product Focus
1. Marketing and Product Objectives
2. Target Markets
3. Points of Difference
4. Positioning
Ⅵ Marketing Program
1. Product Strategy
2. Price Strategy
3. Promotion Strategy
4. Place Strategy
Ⅶ Evaluation and Control

본문내용

Ⅳ Situation Analysis
1. Environmental Analysis
- Alcohol under pressure
In 2013, the WHO will report on progress of the implementation, which could lead to calls from Member States for a stricter Global Alcohol Strategy because implementation is considered to be too slow or inadequate. Likewise, it is getting much harder for alcohol industries to survive. This pressure is happening not only at NGO level but also in consumer’s mind. It is apparent that people’s perspective toward alcohol is changing into negative side. Other than alcohol which is traditionally thought to be a negative factor for health, well-being trend is spreading rapidly and more people are quiting alcohol for their health.
To overcome this pressure and crisis, Heineken has offered, as part of a coalition of major alcohol beverage companies, a package of industry activities in a number of developing markets to the Director General of the WHO. The actions include ensuring responsible alcohol marketing, combating drunk-driving and to get a better insight on the impact of non-commercial (illicit) alcohol in society. These actions are called ‘global actions to reduce alcohol related harm’. Great responsibility lies with us and our partners to ensure full execution of these programs and actions.
- Attractiveness of beer category under pressure
The image of the sector and products is of key importance in maintaining the license to operate and to grow the beer category in a responsible manner. This is especially relevant in markets where beer sales are under pressure and/or where beer has a less favorable image. As market leader in Europe Heineken will lead the strengthening of the image of sector and products as Heineken and through the European and national brewers’ associations.
- Economic downturn

참고문헌

Ⅸ Reference
www.heineken.com
www.annualreport.heineken.com
ecozen.co.kr/40130038885
www.mnews.co.uk/2010/07/heineken’s-marketing-strategy/
www.informationbible.com/article-market-research-report-heineken--strategy-swot-and-corporate-finance-report-65941.html
www.123helpme.com/preview.asp?id=165392

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