Heineken essay and executive summary

1. Intro of Heineken

Story of company development Culture in company

i. Mission statement

2. Product

a. Types of beers

b. brands


3. Structure/Management

a. Locations around the world and how the operate

b. Stakeholders

c. Management structure and organization levels –MOST IMPORTANT

d. Environment. Relate heinekens business decisions to macro and micro events.

i. Micro

ii. Macro

iii. (Including political, economic).

— also very important

a. New innovations

b. Competitors/industry growth



Heineken is the world’s 3rd largest brewer in the world. It is home to the world’s most popular and respected brands Heineken, Amstel, and Irish Stout. These brands are the top-rated beers and most consumed brands in Europe. The company serves a worldwide consumer market with regional and national brand affiliations such as Tiger. With more than 110 brewers, Heineken sells beer to more than 190 countries across the world. The company is ranked the largest exporter in the Netherlands, with the US its leading export market (Heineken).  Although the company has no brewing base in the US, its flagship product in the Heineken beer is the second most-consumed beer in the country. Following an extensive network of partners and investors, the company has purchased global brands, breweries and beverage companies in Europe, Asia, and Africa. As of 2015, the company brewed 188.3 million hectoliters of beer and global revenue of 20,511 billion euros.

Story of company culture development and culture Heineken was founded by Gerard Adrian Heineken and his mother in 1864 to curb the growing rise of gin addiction in Holland. Gerard believed it was his moral responsibility to brew high-quality beer to eradicate the low-quality beer in the market. As a result, his mother purchased the Amsterdam brewery, and Gerard was in charge of the brewery. After successfully running the brewery for four years, Gerard built a larger brewery and closed the original facility. Six years later, he purchased Rotterdam brewery to increase production and tap the potential demographic.  The company changed its name from Heineken Bierbrouwerij Maatschappij NV to the present-day Heineken’s Beer Brewery Company (Advameg Inc).  After purchasing the Rotterdam brewer, the company adopted and implemented new cooling techniques to produce quality beer all year round.  As a result, the company gained international recognition as the first brewery to break the conventional natural ice seasonal dependence.  Following the expert advice of Dr. Elion, a graduate of Louis Pasteur in 1879, Heineken developed a signature recipe that has since been replicated in all breweries run by the company. Since then, Heineken beer is brewed using the same materials and method despite the variations in climate and temperatures in different Heineken brewing facilities to ensure uniformity and consistency of taste among Heineken products.  In 1914, Gerard’s son H.P took over the company and facilitated the exportation of Heineken products to neighboring France….

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