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Analysis beer market. Heineken and SAB- Miller 하이네켄 재무제표 SWOT DEPEST 분석

저작시기 2012.01 |등록일 2012.06.05 | 최종수정일 2016.07.28 워드파일MS 워드 (docx) | 18페이지 | 가격 4,000원

소개글

In this project our group was asked to analyse Heineken and SAB-Miller and to find out how such big, international companies manage to consolidate and strengthen their position in a complex and steadily changing environment.
Therefore we did a market analysis to get information about the global beer market.
After that we analysed Heinekens position in this global market to get an insight into the daily business and the market positioning within the industry.
We decided to take a closer look at the Netherlands beer market and the situation of Heineken in this specific market. That was of interst because we study in the Netherlands and of course we want to know what’s going on here.
To get information about the external factors we did a DEPEST analysis.
The DEPEST analysis consist of Demographic factors, Economic factors, Political factors, Ecologic factors, Social factors and Technologic factors.
These information were very important to know because beer is not only an economic successful product, but also a social tradition and it goes with many new technologies and political regulations.
To get an insight into the financial situation of Heineken, we did some financial ratios about Heineken and we compared them with SABMiller’s financial ratios.
Last but not least we did a SWOT analysis to have an confrontation between the internal factors strength and weaknesses to the external factors opportunities and threats.

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본문내용

In this project our group was asked to analyse Heineken and SAB-Miller and to find out how such big, international companies manage to consolidate and strengthen their position in a complex and steadily changing environment.
Therefore we did a market analysis to get information about the global beer market.
After that we analysed Heinekens position in this global market to get an insight into the daily business and the market positioning within the industry.
We decided to take a closer look at the Netherlands beer market and the situation of Heineken in this specific market. That was of interst because we study in the Netherlands and of course we want to know what’s going on here.
To get information about the external factors we did a DEPEST analysis.
The DEPEST analysis consist of Demographic factors, Economic factors, Political factors, Ecologic factors, Social factors and Technologic factors.
These information were very important to know because beer is not only an economic successful product, but also a social tradition and it goes with many new technologies and political regulations.
To get an insight into the financial situation of Heineken, we did some financial ratios about Heineken and we compared them with SABMiller’s financial ratios.
Last but not least we did a SWOT analysis to have an confrontation between the internal factors strength and weaknesses to the external factors opportunities and threats.

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