New Heneiken Product

Executive summary

Nowadays beer is a commodity that is broadly in demand around the world and by various cultures. In the beer industry one of the largest companies, worldwide distributors and brewery is known as Heineken. The company is the leader in its industry when it comes to sales volume and profitability. Over 140 years that has gone by Heineken has managed to remain one of the world’s leading corporate brands and has fully integrated the market in Europe. It is one of the most demanded beers in Europe and is successfully being exported to everywhere in the world. Heineken is the one among the world’s most renowned breweries, with 170 different brands. The 146 year old company is recognized for its advertising and marketing.

Mission statement and objectives

Our mission is to ensure that each consumer of Heineken products feel at ease with our new product that will be added to our selection of beer. Also to make sure that there is at least one Heineken product in each house across the globe. We will create a new product that will deal with giving people the pleasure of drinking beer without the effects of being under the influence of alcohol. We will start to make a new beer with no alcohol so that people can feel the taste of great beer and keep on doing their daily jobs without interruption. The objective here is to get people not only to consume our products during leisure or fun time but also make it become part of their lives.

Environmental Analysis (internal &external analysis)

When we say environmental we refer to the internal and external factors of the company. Here we will firstly see the internal analysis of the company meaning the company analysis, competitor analysis customer analysis, porter’s 5 forces and a SWOT analysis of the company.

Internal Analysis

Internal analysis is the factors that influence decision making inside a company. These factors will help to improve the company image and give it good reputation for...