Question

What recommendations would you give Heineken’s top management to improve

upon her operations in the global beer market?

What recommendations would you give Heineken’s top management to improve upon her operations in the global beer market?

200 words

Answer 1

In global beer market we are experiencing the growth of microbreweries and Heineken should consider this as a change in trend of beer consumption and the customer behavior.

Microbreweries have existed for a long time but in the last decade, it has been growing considerably across various regions where there are young crowd. This is often causing the millennials to prefer the locally brewed beer rather than the conventional brew of barley and hops that Heineken is well known for.

Heineken as a company makes over 200 brands of beer, ale and ciders. However, the company need to consider the advent of these microbreweries and maybe enter the market. This is because these microbreweries have been attracting the younger generation and it is possible that if we consider the long term implication, there may be a situation where we may begin seeing decline in the demand for lager.

Heineken has been successful in creating a brand for themselves as a lager producer. However, in the long run a single minded strategy may not be a good approach. We have seen disruption in many traditional industries and the brewing industry may see similar impact.

Considering these, my recommendation Heineken’s top management will be to enter the micro-breweries market.