하이네켄 heineken case study 성공사례분석 (영문).hwp

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하이네켄 Heineken case study 성공사례분석 (영문).hwp

목차

■ Global beer Market
■ Introduction - Heineken
- History of Heineken
- The world’s most international brewer
- Reference to press Ⅰ, Ⅱ
■ Company & strategy
- Value and principles
- Strategy and goals
- Brands
- Priorities
★ Marketing
■ SWOT analysis
■ Conclusion - 4P`s

본문내용

In the mid-1990`s the global beer market outpaced the established markets of Europe and North America, although Europe outperformed the global marketplace in 1999, 2001 and 2002. The region contracted in 2008.

South America had been contributing significantly to the growth of the international beer market until economic turmoil in the region interrupted its vigorous advancement. Strong regional growth resumed in 2004 and continued in 2005. Indeed, in 2005, beer production increased more muscularity in South America than in any other region. Growth persisted (at a slightly slower clip) in 2006 and 2007. In 2008, a revived South American beer market outperformed the still-dynamic Asian market.

Meanwhile, Australia/Oceania has faltered in several recent years.

Even as its growth potential appeared somewhat circumscribed, Africa emerged as the new frontier for beer marketers in the mid-to late-1990`s. Although its production grew in 1999 and 2000, it was beneath the global average. After contraction in 2001, it returned to growth in 2002. Indeed, it was the fastest moving regional beer market in 2002 and 2003 - and the second fastest in from 2004 to 2007. It moved forward at the highest rate of any region in 2008.

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