Heineken strategy summarize

5/20/2018 Heineken strategy summarize

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QUN TRCHIN LC GVHD: NGUYN THANH LIM

Nhm: S_Girls Trang A

MC LC

A. PHN TCH LCH S, SMNH, VIN CNH CNG TY .......................... 1

I. Gii thiu vcng ty ................................................................................................. 1

II. Kt lun lch s....................................................................................................... 1

III. Phn tch vin cnh, smnh cng ty .................................................................... 1

1. Smnh .................................................................................................................. 1

B. PHN TCH MI TRNG BN NGOI......................................................... 2

I. Phn tch mi trng ton cu ................................................................................... 2

II.

Phn tch mi trng ngnh ................................................................................... 3

1. nh ngha ngnh:.................................................................................................. 3

2. M tngnh: ........................................................................................................... 3

3. M hnh 5 lc lng cnh tranh ............................................................................. 3

3.1. Ro cn nhp cuc ca cc i thcnh tranh tim tng l cao: .................... 4

3.2. p lc cnh tranh gia cc i thtrong ngnh: ............................................ 4

3.3. Nng lc thng lng ca ngi mua ........................................................... 4

3.4. Nng lc thng lng ca nh cung cp ....................................................... 4

3.5. Mi e da tsn phm thay th..................................................................... 5

4. Chu k ngnh: ......................................................................................................... 5

5. Nhm chin lc: ................................................................................................... 5

6. ng thi ca i thcnh tranh ........................................................................... 6

7. Cc nhn tthen cht cho thnh cng.................................................................... 6

8. Cc lc lng dn dt sthay i ngnh ............................................................... 6

III. Kt lun .................................................................................................................. 6


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Nhm: S_Girls Trang B

C. PHN TCH MI TRNG BN TRONG CNG TY HEINEKEN. ............ 7

I. Phn tch chin lc cng ty ...................................................................................... 7

1. Phn tch chin lc pht trin cng ty. ................................................................. 7

1.1. Chin lc tp trung vo mt lnh vc kinh doanh n l: ung c cn. .. 7

1.2. Chin lc hi nhp dc ngc chiu ............................................................. 8

2. Chin lc ton cu ................................................................................................ 8

2.1. Tng cng shin din ton cu. .................................................................. 8

2.2. y mnh chuyn dch ton cu. ................................................................... 10

2.2.1.

Cc l do ca sdch chuyn ton cu ................................................... 10

2.2.2. Sdch chuyn ton cu ......................................................................... 10

2.2.3. Cc thch thc khi dch chuyn ton cu ................................................... 10

2.3. Cc cch thc thm nhp quc t.................................................................. 11

3. Chin lc cp chc nng.................................................................................... 11

4. Chin lc cp n vkinh doanh (SBU) ............................................................ 13

4.1. Cc SBU ca Heineken v nguyn tc phn chia ......................................... 13

4.2. Chin lc u t vo SBU........................................................................... 14

5. Thc thi chin lc .............................................................................................. 14

5.1. C cu tchc ............................................................................................... 14

5.2. Hthng kim sot ........................................................................................ 14

II. Thnh tu ............................................................................................................. 15

1. Thnh tu thtrng ............................................................................................ 15

2. Thnh tu ti chnh ............................................................................................... 16

2.1. Phn tch doanh thu ....................................................................................... 16


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Nhm: S_Girls Trang C

2.2. Phn tch li nhun ........................................................................................ 16

2.3. Phn tch cn bng ti chnh .......................................................................... 17

III. Phn tch sph hp chin lc ( Phn tch SWOT) .......................................... 18

D. BN CHT V NGUN GC LI THCNH TRANH CA HEINEKEN .. 19

1. Ngun lc cng ty ................................................................................................ 20

2. Nng lc ct li .................................................................................................... 20

E. KT LUN SPH HP CHIN LC ............................................................ 22


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Nhm: S_Girls Trang 1

A. PHN TCH LCH S, SMNH, VIN CNH CNG TY

I. Gii thiu vcng ty

Tn cng ty:Heineken

Thnh lp:1864

Ngi sng lp:Gerard Adriaan Heineken

Trschnh:Amsterdam, H Lan

Phm vi hot ng:Heineken c hn 250 thng hiu hin din trn hn 70 quc gia v

shu 165 nh my sn xut trn ton cu

Ngnh:ung c cnII. Kt lun lch s

Thnh lp vo nm 1864, Heineken c hn 140 nm hot ng trong ngnh sn

xut v kinh doanh bia.

Ngay tkhi bt u, ngi sng lp Gerard Adriaan Heineken t ra smnh

cho cng ty: a hng vbia tuyt ho mang thng hiu bia gia nh n cho cth

gii v l mc tiu xuyn sut m cng ty theo ui trong qu trnh hot ng.Truyn thng lch s: Lu gimen bia, b quyt sn xut v thng hiu bia gia

nh.

Khnng c bit : khnng xut khu, snhn din v khnng marketing c

o.

III. Phn tch vin cnh, smnh cng ty

1.

Smnh

Bn rt gn:Heineken l mt hng bia ton cu, c lp v tho cam kt mang

n cho ngi tiu dng khp mi ni sngc nhin v nim phn khi


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Bn y :"Heineken l mt hng bia ton cu, c lp v tho cam kt mang

n cho ngi tiu dng khp mi ni sngc nhin v nim phn khi. Bn thuc tnh

quan trng to nn s khc bit ca Heineken l : Heineken l thng hiu ton cu

u tin v thc suy tn c tiu dng ti 178 quc gia trn ton thgii; shin dinca nhiu nh my sn xut trn 71 t nc vi mc ch m bo stip cn rng hn

cho cc thng hiu ca chng ti hn bt knh sn xut bia khc; mt i ng kinh

doanh quc ta dng, nng ng, tn tnh khong 70.000 nhn vin v ngy nay nim

am m ca gia nh Heineken vn duy tr mnh mnh n tng vo nm 1864 khi

chng ti bt u sn xut bia ".

(CEO Anthony Ruys2001Trch bo co thng nin)

nh ngha kinh doanh:Heineken l cng ty cung cp cc loi ung c cn v

hng hot ng kinh doanh theo khch hng. Vi mc ch l Heineken khng chphc

vnhu cu gii kht ca khch hng m cn mun em n nhng tri nghim phong ph

lm hi lng ngi tiu dng cho d hc kh tnh n u.

Tham vng:Heineken mong mun trthnh hng bia ton cu ni ting nht trn

thgii v pht trin v mt tng lai tt p hn.

B.

PHN TCH MI TRNG BN NGOI

Phm vi nghin cu:

Thi gian:tnm 2000 cho n nay

Lnh vc: Ngnh ung c cn

I. Phn tch mi trng ton cu

Skin trong mi trng ton cu nh hng n li thcnh tranh v chin lcca cng ty

Sbin i kh hu ton cu

Stng trng cc nn kinh tmi ni


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Xu thton cu ha thhin qua sgia tng cc mi quan hhp tc, hip nh

thng mi v cc thng vmua bn v sp nhp ln xuyn quc t.

Sthay i tiu dng trong ung c cn

Sbng nru bia giKhuynh hng:

Cc hot ng sn xut nng nghip ang bnh hng mnh bi tc nhn mi

trng.

Se d v tm l cn trng trong hnh vi tiu dng ngy ny.

Gia tng cc hot ng giao dch thng mi xuyn quc gia

Nhu cu pht trin v a dng hn

Nh vy nh hng t mi trng ton cu n ngnh ung c cn l rt

mnh.

II. Phn tch mi trng ngnh

1. nh ngha ngnh:

Ngnh ung c cn bao gm cc cng ty cung cp cc loi ung c cn

loi sn phm c to ra bng ln men tbt go, la m, hay cc loi hoa qukhc. C

2 loi sn phm chnh trong ngnh l bia v ru

2. M tngnh:

Theo thng k ca MarketLine, nm 2013, ngnh ung c cn ca thgii t

doanh thu hn 800 tUSD, trong doanh thu bia t khong 495 tUSD tng 7.3% so

vi nm 2008.

Nhu cu vung c cn tng mnh trong bia l loi ung c a chung

nhiu nht vi lng tiu thchim khong 5060% ung c cn trn thgii.

3. M hnh 5 lc lng cnh tranh


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3.1. Ro cn nhp cuc ca cc i thcnh tranh tim tng l cao:

-

Ro cn do strung thnh nhn hiu ca ngnh cao

- Ro cn do tnh kinh tca quy m to nn l cao

-

Ro cn do cc quy nh ca chnh phl cao-

Ro cn do chi ph tuyt i tvn u t l rt ln

Kt lun:Lc e da tcc i thtim tng l thp

3.2. p lc cnh tranh gia cc i thtrong ngnh:

Cu trc ngnh:Ngnh bia chim hn 60% tng doanh thu ca ngnh ung c

cn. Cu trc ngnh bia ang chuyn sang ngnh tp trung khi m tng lng bia sn xut

ca 10 doanh nghip ln chim 74% tng lng bia sn xut ca ton thgii trongnm 2010. V th trng bia trn th gii ang c thng tr bi 4 cng ty ln: AB

InBev, Sab-Miller, Heineken v Carlsberg.

iu kin nhu cu:Nhu cu gii kht ca ngi tiu dng trn thgii tng mnh

c bit l bia vn tng trng tt.

Ro cn ri ngnh: Ro cn ri ngnh l cao l do cc cng ty trong ngnh bra

mt chi ph ln chuyn i ngnh v tn tht do ti sn cnh (c bit l cc thit b

chuyn dng cho vic sn xut)

Kt lun:Mc cnh tranh ca cc cng ty trong ngnh trung bnh.

3.3. Nng lc thng lng ca ngi mua

C 3 i tng hnh thnh nn ngi mua ca ngnh cng nghip ung c cn

l nh phn phi, nh bun bn lv ngi tiu dng.Nh phn phi chim vai tr chnh

v n sphn phi trc tip n ca hng v ngi tiu dng. Hn thna, chi ph chuyn

i gia cc sn phm bia khc nhau l thp v sa dng nhu cu tiu dng ca khch

hng.

Kt lun:Nng lc thng lng ca ngi mua l cao.

3.4. Nng lc thng lng ca nh cung cp


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S lng nh cung cp nguyn vt liu l rt ln a phn l cc nng tri a

phng v khng c s c trng khc bit vi nhng ngun u vo ny nn p lc

thng lng tnh cung cp c cho l thp.

Kt lun:Nng lc thng lng ca nh cung cp l thp i vi ngnh ungc cn.

3.5.

Mi e da tsn phm thay th

Ngnh ung c cn ang phi i mt vi nhng thch thc tkhnng thay

thca cc sn phm khng c cn nh nc ngt, nc khong, cafe v cc loi tr tho

mc tt cho sc khe

Kt lun:Mi e da tsn phm thay thl trung bnh nhng ang c xu hngtng ln.

Kt lun vtnh hp dn ca ngnh:Ngnh ung c cn hp dn nhng ch

c tnh tng i i vi cc doanh nghip ln trong ngnh

4. Chu k ngnh:

Chu k ngnh ung c cn c

chia theo tng khu vc trong : Khu vc

chu Thi Bnh Dng,chu Phi, Trung

v ng u ang trong giai on pht

sinh v tng trng, th th trng chu

Mc bit l Bc Mv Ty u trong

giai on bo ha.

5. Nhm chin lc:

M hnh nhm chin lc trong ngnh c thit lp da vo brng sn phm v

phm vi kinh doanh. Theo , 4 cng ty ln l AB InBev, Sab-Miller, Heineken v

Carlsberg c brng sn phm v phm vi kinh doanh l ln.


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6. ng thi ca i thcnh tranh

i thcnh tranh: ABInBev, SAB Miller, Carlsberg l nhng hng bia ln nhtthgii.

cng trong mt nhm chin lc ABInBev, SAB Miller theo ui chin lc

gn ging vi Heineken l:

Bnh trng thng hiu qua cc thng v M&A

Tp trung vo vo th trng mi ni v th trng c kh nng sinh li cao nh

Ty u, Bc M.Ct gim chi ph vn chuyn, u t vo R&D.

7. Cc nhn tthen cht cho thnh cng

Xy dng thng hiu vng mnh v mi quan h tt vi khch hng, tng lng

trung thnh nhn hiu.

Tch hp v ti u ha ton b chui cung ng.

8.

Cc lc lng dn dt sthay i ngnh

Spht trin ca cc thtrng mi ni

Sthay i trong xu hng sdng sn phm c cn.

III. Kt lun

Hp Phm vi kinh doanh Rng

Rng

Hp

Brng sn phm

ABInbev

SABMiller

Heineken

Carlsber

Kirin

SapporoTsingtao


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Cc xu hng:

Cu trc ngnh ngy cng trnn tp trung hn.

Mua li v sp nhp sl khuynh hng cho

Tp trung pht trin ti cc th trng mi ni nh Chu , Chu Phi, Trung-ng u.

Pht trin bn vng ti cc thtrng c khnng sinh li cao Ty u v Bc M

C hi:

Nhu cu bia cc thtrng kinh tmi ni tng cao.

Pht trin cc sn phm c nng cn thp v c hng vt bit cho phi n.

Ngnh ung c cn vn l ngnh hp dn i vi nhng cng ty ton cu.e da:

Sc p ca gi nguyn liu u vo .

Nng lc thng lng ca nh phn phi ln v quyn lc ngy cng tng ca

nh bn l.

Sn xut ru bia gingy cng gia tng.

C.

PHN TCH MI TRNG BN TRONG CNG TY HEINEKEN.I.

Phn tch chin lc cng ty

1. Phn tch chin lc pht tr in cng ty.

1.1. Chin lc tp trung vo mt lnh vc kinh doanh n l: ung c

cn.

Tuyn bsmnh c pht biu nm 2001 khng nh Heineken l mt hng

bia ton cu v c lp. Trong nhng nm gn y Heineken tip tc theo chin lc vi cc mc tiu

Gia tng thphn trn cc thtrng c khnng sinh li cao.

Mrng mng li nh my v ti u ha hthng knh phn phi.


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p ng tt hn cho ngi tiu dng tng th trng vi cc thng hiu ph

hp.

1.2.

Chin lc hi nhp dc ngc chiu

T nm 2002 Heineken chim gi 100% c phn ca cng ty Heye Glas

NederlandNh cung cp vi y cc chai mu xanh l cy c phn phi trn ton

thgii ca Heineken.

Nm 2010, Heineken u t v k kt mt hp ng di hn 30 nm vo vic

sn xut ra la mch, hoa bia, cy to vng Herefordshire ca nc Anh nhm phc v

cho vic sn xut cider, qun l ngun cung hiu quv m bo cht lng tt nht n

ngi tiu dng

2. Chin lc ton cu

2.1.

Tng cng shin din ton cu.

Hin nay, Heineken c hn 250 thng hiu hin din trn hn 70 quc gia.

Heineken vi 165 nh my trn ton cu.Heineken phn chia thtrng ton cu theo 5

khu vc chnh: Ty u, Trung v ng u, Chu Phi v Trung ng, Chu M, Chu


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Biu thhin shin din ton cu theo cc thng hiu chnh yu ca tng

khu vc

Sliu thng k shin din ton cu ca Heineken 5 khu vc vo nm 2012.

Khu vc Ty

u

Trung

v

ng

u

Chu Phi

v Trung

ng

Chu

M

Chu

Doanh thu (triu ) 7456 3453 3072 5315 2394

Li nhun hot ng (triu ) 853 321 665 837 580

Lao ng (ngi) 18.600 17.700 11.900 23.400 8.000

Khi lng bia (mhl) 45 55 29 63 29

Nh my sn xut 26 52 44 20 25

Nh my lin doanh 0 3 9 8 4

Thtrng xut khu 17 18 41 38


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2.2. y mnh chuyn dch ton cu.

2.2.1.

Cc l do ca sdch chuyn ton cu

Xu thton cu ha ang din ra mnh m.

Thtrng tiu thbia Ty u ang dn bo ha.

t c li ch thng qua vtr.

t c li ch kinh tthng qua quy m.

2.2.2. Sdch chuyn ton cu

Biu :C cu doanh thu qua cc nm theo nm khu vc a l

Tbng c cu doanh thu ta thy: doanh thu ca Heineken thay i theo vng a

l trong vng 10 nm trli gn y. Doanhthu ti thtrng s1 l Ty u c xu hng

gim. y l mt trong nhng l do ca dch chuyn ton cu sang cc thtrng mi ni

nh Chu v Chu Phi lm doanh thu khu vc ny tng dn. Trong khi Chu M

tip tc l thphn quan trng ca Heineken vcdoanh thu v li nhun.

2.2.3.

Cc thch thc khi dch chuyn ton cu

Sc p gim chi ph.

Sc p p ng a phng.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Doanh thu t khu vc chu Thi Bnh Dng

Doanh thu t khu vc Trungv ng u

Doanh thu t khu vc ChuPhi v Trung ng

Doanh thu t khu vc chuM

Doanh thu t khu vc Tyu.


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2.3. Cc cch thc thm nhp quc t

Cc cch thc thm nhp quc tca Heineken chyu l chin lc mua li, sp

nhp v xy dng mi. in hnh l cc thng vM&A ln nht trong lch s:

Khu vc Nm Chin lc pht trin cng ty bng hnh ng M&A

ng u 2003 Mua li hng bia BBAG o, m rng knh phn phi vo th

trng ng u

Ty u 2008 Mua li hng bia S&N ca Anh chim lnh thtrng Ty u.

Chu

Phi v

Trung

ng

2008 Cng vi cc nh my bia Diageo v Nambian m cng ty lin

doanh, pht trin thng hiu ti thtrng Nam Phi

Chu

M

2010 Mua li hng FEMSA sn xut v phn phi n thtrng chu

MLatinh, c bit l Mexico.

Chu TBD

2012 Mua li APB- nh my sn xut bia ln khu vc Chu ThiBnh Dng chim lnh thtrng Chu

3. Chin lc cp chc nng

c im

R&D -

Lin tc mrng, pht trin danh mc thng hiu v tung ra cc snphm mi nh bia Radler l mt loi bia mi c Heineken thm vo

danh mc sn phm ca mnh vo nm 2010. y l loi bia kt hp vi

chanh vi nng cn ch2-3% c thsthay i sthch ca phn.


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- Nghin cu, i mi cch th ng chai v cc thit b lm lnh bia:

Chai STR: Vchai c thit kbng hp kim nhm to nn vsang

trng c o, gip bia gilnh tt hn v mang li hng vtuyt ho

nht khi thng thc trc tip m khng cn sdng ly. Vi lp vbckim loi bc, chai STR sbt ngta sng rc rkhi t di n UV.

The New David XL Green hot ng bng cch lu trv lm lnh

vi chic thng cha trc tip di vi nc, m bo rng tt c cc

bia c phc vnhit chnh xc.

Kiu chai Heineken chm khc ni: Cc ng nt khc ni l du n

ca cht lng v tnh xc thc ca sn phm. Mu thit k mi lm

cho chai bia Heineken trng cao cp hn, truyn cm hng v hp dn

hn cng nh d chu khi chm vo v cm sn phm trn tay.

t c s vt tri v cht lng v p ng khch hng.

Sn xut Heineken u t mnh vo cng ngh, dy chuyn sn xut v ng gi

tng cng sut, rt ngn hnh trnh sn xut, m bo rng hthng lm

vic c ththeo di khuyt tt n tn gc cho ra cht lng sn phm tt.

t c svt tri vcht lng.

Marketing Hiu bit nhu cu khch hng: y mnh knh phn phi truyn thng

n khch hng l cc qun bar, pub, nh hng. Heineken cn c nhng

chin lc truyn thng v quan hcng chng rng ri nh ti trcc s

kin ln vm nhc cng nh ththao.

t c svt tri vp ng khch hng.

Nhn lc - Lun c nhng kha hun luyn cho nhn vin to ra mt mi trng

lm vic chng bng cch cho nhn vin tham gia vo tnh hung

kh x thc tv t cc tnh hung cho nhn vin ngh nh khch


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hng.

- o to i ng ban lnh o cc khu vc sng to v ti nng, nm

bt tm l khch hng thc y vic tiu thsn phm (kha o to

Leadership Academy).t c svt tri vp ng khch hng.

4. Chin lc cp n vkinh doanh (SBU)

4.1. Cc SBU ca Heineken v nguyn tc phn chia

Nguyn tc phn chia: theo khu vc hot ng.

Heineken c 5 khu vc kinh doanh chnh

Ty u:Ty u l thtrng tiu thbia Heineken lu i. Thtrng tiu thbia khu

vc ny ang dn bo ha, v vy cng cvthca mnh Heineken ang hng ti

nhng thphn bia cao cp v cao cp hn.

ng v Trung u:tp trung vo thtrng tiu thbia cc quc gia Nga vi lng dn

scao, cng ha Sc v mt snc khc c nn kinh tmi ni trong khu vc c th

tng doanh sbn hng.Chu M:tp trung vo cc thtrng Mexico, Brazil, Carabean v mt squc gia c

nn kinh tmi ni bi khnng sinh li v nhu cu tiu dng tng cao. i vi khu vc

Bc M, mc d bthng trbi cc thng hiu ni ting nh AB Inbev v Sab Miller,

Mv Canada vn l phn on th trng mc tiu ca Heineken trong phn khc bia

nhv sn phm bia cao cp.

Chu Phi v Trung ng: tp trung vo cc th trng Ethiopia, Morosco, Israel, Ai

Cptrong Nigeria l phn on thtrng mc tiu Heineken pht trin thphn

bia cao cp.

Chu Thi Bnh Dng:Heineken ang tp trung xy dng thng hiu mnh cc

nc Trung Quc, Thi Lan, Vit Nam, i Loan, Singapore v Australia.


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4.2. Chin lc u t vo SBU

Da vo vic phn loi SBU v c trng thtrng ring theo tng khu vc kinh

doanh, chin lc u t cho SBU ca Heineken l chin lc khc bit ha. Chin lc

khc bit ha ca Heineken c th hin qua vic ci thin khng ngng c thchuyn giao ton bgi tru tin ca sn phm tvic thu hoch la mch, cy hoa bia

cho n vic sn xut v cui cng l cung cp ti khch hng tiu dng ca mnh p

ng nhu cu tng khu vc kinh doanh khc nhau ca Heineken.

5. Thc thi chin lc

5.1.

C cu tchc

5.2. Hthng kim sot


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Hthng kim sot nh hng hnh vi ca cc thnh vin trong tchc thng qua

bquy tc ng xtrong kinh doanh v cc gi trca cng ty lu gi, m bo htheo

ng mc tiu ca tchc.

Gim st qun l ti chnh thng qua cc bo co ti chnh, hthng kim sot nibnhm xc nh ri ro ca cng ty v tnh hnh vic thc hin chin lc ca cng ty.

Gip cng ty tm kim c hi mi, khai thc hu hiu cc ngun lc v m rng th

trng.

II. Thnh tu

1. Thnh tu thtrng

Trong giai on 20002010, Heineken gia tng ng kthphn ca mnh, t5%(2000) ln 13.9% (2010) v givng vtr trong top 3 trong ngnh bia ton cu.

Danh mc thng hiu ca Heineken bao gm hn 250 nhn hiu bia v cider.

Trong , Heineken v Amstel ( thng hiu trong danh mc ca hng ) tip tc l nm

trong top nhng thng hiu bia c gi trnht trn thgii.

ChsP/E ca Heineken nm 2012l 21,02%, cao hn Carlberg ( 14,8%) v SAB

Miller (19,68%), ng thi ch s Gi tr th trng trn gi tr s sch ca c phiu

(MV/BV) ca Heineken t 2.27% cao hn cba i th ln nht trong ngnh l AB

InBev, SAB Miller v Carlberg (MV/BV di 18%).

0

10

20

30

40

50

60

P/E

0

0.5

1

1.5

2

2.5

3

3.54

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

MV/BV


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2.Thnh tu ti chnh

2.1. Phn tch doanh thu

Trong giai on 2003-2012, doanh thu ca Heineken tng trng lin tc v n

nh vi tc tng trung bnh nm t 8,48% v t 19,893 tEuro. Trc y, vic qu

phthuc vo mt thtrng khin cho doanh nghip mt i li thcnh tranh khi m

thtrng Ty u gp nhiu bin ng v kh khn. Do , tnm 2003, Heineken bt

u mrng quy m ca cc hot ng M&A, tm kim mt gii php cho tng trngbn vng. Cc thtrng mi ni nh Chu Phi, chu Thi Bnh Dng ang ng

gp phn trm ngy cng cao trong tng trng doanh thu ton cu.

2.2. Phn tch li nhun


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Biu :Phn tch li nhun bin

Nhn chung, li nhun rng bin v li nhun hot ng bin ca Heineken bin

ng kh mnh mtrong giai on 20032012 tuy nhin c du hiu tng trong nhngnm gn y cho thy hiu qutrong vic kim sot chi ph ca doanh nghip v hiu qu

tsau cc hot ng M&A.

2.3.

Phn tch cn bng ti chnh

Cn bng ti chnh ca Heineken kh cn i khi m cng ty duy tr c lng

va ngun vn vay di hn v vn ch ti trgn nh 100% ti sn di hn ca

doanh nghip. ng thi, lng vn lu ng rng ca Heineken l dng, phn nh skhe mnh trong tnh hnh ti chnh ca doanh nghip

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

Li nhun hot ngbin

Li nhun rng bin


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Biu : Phn tch cn bng ti chnh di gc n nh ngun ti tr

III. Phn tch sph hp chin lc ( Phn tch SWOT)

PHN TCH SWOT

C hi

O1. Th trng chu

Thi Bnh Dng, chu

Phi v Nam M cung cp

kh nng sinh li cao cho

ngnh ung c cn.O2.Ngnh ung c cn

hin ti vn tng i hp

dn i vi nhng cng ty

ln.

O3. S gia tng tiu dng

bia n gii v gii tr

ni chung.

e da

T1. Ngun cung cp la

mch v cc nguyn vt

liu u vo khc khng n

nh.

T2. S bng n ca rubia gi.

T3. Nng lc thng

lng ca nh phn phi

v quyn lc ngy cng

tng ca nh bn l.

im mnh

S1. Thng tr th trng

bng cch xy dng danh

O1, S1. S dng cc

thng hiu thch hp cho

T1, S3. Tng cng hi

nhp dc ngc chiu, hn

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

NWC 719 88 -474 229 -349 -309 -1,203 -1,305 -1,451 -2,263

Ti sn di hn 7,268 7,645 8,551 8,760 9,124 15,814 16,027 22,231 22,419 30,442

Ngun ti tr thng xuyn 7,987 7,733 8,077 8,989 8,775 15,505 14,824 20,926 20,968 28,179

-5,0000

5,00010,00015,00020,000

25,00030,00035,000


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mc thng hiu vng

mnh

S2. Mng li phn phi

rng ln vi s lng lnnh my ti mi khu vc.

S3. i tc chin lc vi

cc c ssn xut chai bia

v cc nh cung cp

nguyn liu u vo.

S4. Marketing hiu qu

xy dng thng hiu.

mi thtrng.

O2, S2. y mnh hot

ng M&A v hot ng

cc nh my ti khu vc nng cao li thcnh tranh

O3, S4. Pht trin cc sn

phm c nng cn thp,

hng vph hp cho phi

n

ch nh hng ca bin

ng gi nguyn liu.

T3, S2. Xy dng chui

cung ng tp trung gipy nhanh cc hot ng

phn phi, giao hng trn

cc khu vc

T2, S1, S2, S4 .Xy dng

h thng kim sot cc

hot ng bn hng ti cc

khu vc ng thi sdngcc n lc truyn thng

thch hp cnh bo

ngi tiu dng v bia

Heineken gi v khng

nhthng hiu.

im yu

W1. nh mt li thcnh

tranh khi qu tp trung vo

thtrng Ty u.

O1, O2, W1. Tch cc

thm nhp v gia tng th

phn vo cc th trng

mi duy tr li thcnh

tranh v chim ot mt b

phn sinh li t cc th

trng cn ang hp dn.

T2, W1. Tp trung vo cc

dng bia cao cp cho th

trng Ty u.

D.BN CHT V NGUN GC LI THCNH TRANH CA HEINEKEN

Thng qua vic phn tch cc ngun lc v khnng tim tng ca Heineken v

nh gi qua bn tiu ch: ng gi, him, kh bt chc, khng ththay th ta nhn ra


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cc nhn t to nn li th cnh tranh cho Heineken, l : C svt cht mng li

cng ty trn ton cu, b quyt men bia, khnng tm ra tng c o v khnng

phn phi rng khp.

1.

Ngun lc cng ty

Hthng c svt cht trn ton cu

-ng gi : Hthng c svt cht rng ln cng slng nh my ln cc khu

vc to iu kin thun li cho Heineken trong qu trnh sn xut v cung cp sn phm

cho khch hng cc thtrng.

-

Kh bt chc : Vic xy dng mt hthng nh my rng ln nhm phc vtt

nht cho khch hng khp thgii c cng ty trin khai trt lu, thng qua cc hot

ng M&A, hp ng nhng quyn.. v i hi ngun lc ti chnh ln mnh vi vn

u t khng l. Do , kh c mt hng bia no c thbt chc ngun lc to ln ny

ca Heineken.

-

Him : Heineken tn ti hn 140 nm v xy dng cho mnh 165 nh my

70 quc gia ( trong khi , hng bia ln nht thgii chhot ng 24 quc gia).

-

Khng ththay th: Hthng ti sn ny tn ti lu i khu vc Ty u v

cc khu vc khc trn thgii, c c uy tn v mng li khch hng trung thnh bnvng.

2. Nng lc ct li

B quyt men bia

-ng gi : khnng ny gip gia tng gi trsn phm, mang li danh ting cho

doanh nghip v gia tng thphn.

-Him : y l loi men qu gi c chnh nh sng lp Heineken to ra v cng

thc c lu giqua hng trm nm v chin thng trong tt ccc cuc thnghim

mi vca khch hng.

-Kh bt chc : kh c mt i thno c thc c cng thc c o ny.


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-

Khng th thay th: bia dng premium ca Heineken nh loi men A-yeast lm

cho thng hiu ny khng thsnh kp.

Khnng tm ra tng c o

-

ng gi: Vi nhng tng ny lm cho Heineken gic chng ca mnhtrn thtrng khi m thhiu tiu dng ca khch hng lun thay i.

-Him: Mc d, hin ny c nhiu hng a ra nhiu tng mi lcho sn phm

bia ca mnh nhng thng hiu Heineken vn givng v tr l bia ng cp thgii

nh hng v thm ngon v tng chin lc marketing c o t chin lc sn

phm n chin lc qung co hay cch thit kwebsite. Cc tng ny l tng gn

nh l c quyn v khng c i thno c c.

-

Kh bt chc: tng kiu dng chai, ci tin cng nghlm lnh bia, hay citin sn phm bia chc thc Heineken m him c hng bia no bt chc c.

-Kh thay th: Kh c sn phm no thay th cho dng bia Heineken premium

truyn thng m chc thHeineken mi c c, cng nh tng pht trin thtrng

nh thm vo dng sn phm Heineken light phc vcho thtrng Mhay nhng

tng marketing c o.

Khnng phn phi rng khp

-

ng gi: Hthng phn phi rng khp cc thtrng gip Heineken phc vtt

hn cho ngi tiu dng, cnh tranh tt hn vi cc i thv ot c bphn sinh li

tcc thtrng.

-Him: rt t i thno c c mng li knh phn phi ln nh Heineken so

vi cc i thln nh AB Inbev th hchc thtrng hot ng ca mnh Ty u,

Trung v ng u, Bc M, Chu -Thi Bnh Dng.

-

Kh bt chc: Heineken hot ng lu i nhiu khu vc nh Ty u, Chu

M, Trung v ng u, to dng c uy tn ca mnh v c c lng trung thnh sn

phm ca ngi tiu dng.

-

Khng ththay th: Khnng phn phi rng ln gip cho Heineken tin hnh tt

cc chin lc ton cu v l khnng khng ththay thc.


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E. KT LUN SPH HP CHIN LC

Tnhng phn tch mi trng bn ngoi cng nh phn tch bn trong cng ty

cho thy nhng chin lc to dng li thcnh tranh m Heineken thc hin da trn

nn tng nhng nng lc ct li ca mnh l hon ton ph hp vi nhng thay i mitrng; gip cng ty t c smnh ra v trthnh hng bia ng cp hng u th

gii.

Documents

Heineken strategy summarize