Strategy and goals



 
 
Heineken aims for sustainable growth as a broad market leader and we aim for segment leadership. In both cases, the Heineken brand plays an important part. We establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. Offering training to the employees, improving the organisation, and introducing new technology then reinforces the positions of the local beers. This results in economies of scale that create a distribution network for both the local beers and Heineken beer. If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers.
 
The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The four priorities for action include: 
  1. to accelerate sustainable top-line growth.
  2. to accelerate efficiency and cost reduction.
  3. to speed up implementation: we commit to faster decision making and execution. 
  4. to focus on those markets where we believe we can win.