SWOT Analysis: Heineken: Analysis, And Strengths

Business strength, based on market share, quality versus competition, match with industry key success factors, and brand rated 7.50. Industry attractiveness, based on market size, competitive position, resource requirements, and industry profitability rating is 7.95. A major factor on the positioning is light beer makes up more than half of the United States market [Ranjit S. Dighe, 2015].
Strengths and weaknesses
Heineken’s strengths include a leading position in the premium segment enabling the company to compete directly against the craft beer brewers offering a fuller flavored option and play upon the consumer perception of price and value. Their strong distribution channel and global brewery network provide a diverse base to take advantage
No breweries located in the United States, saddles the supply chain with additional cost not borne by their competitors reducing their profitability and potentially pricing the product out of consideration, however, it enables the company to maintain an import moniker, coveted by in country brewers. Lack of younger consumers is a cause for concern to secure future consumers, and the company’s ability to capitalize on the brand messaging to millennials on social, personalized, and socially responsible
Television commercials in localized metropolitan markets, internet videos, and venue advertising, during events focused on the below 35 year old demographic. There are three main video formats with a focus on young professionals in a variety of situations from teams stressfully meeting tight business timelines, cross training workouts, and tough-mudder obstacle course with the team members gathering afterwards at the bar to enjoy music, dancing and a cold Heineken Light. The tagline: “Heineken Light, the reward earned for success. How do you earn yours?” Along with the tagline will appear the “Heineken’s World Beer Championship Award winning brew with low calories, low carbs, and more taste, to keep you