Logistics Management of Heineken Asia Pacific

Heineken
LOGISTICS MANAGEMENT

TABLE OF CONTENTS
PARTICULARS REMARKS
Introduction
The interfaces
Order cycle
Inventory management
Conclusion
References

1. Introduction-
Heineken Asia Pacific, formally known as Asia Pacific Breweries (APB) is an Aisan
Brewery firm established as Malayan Breweries ltd in the year 1931, as a joint venture
amid Heineken International and Fraser & Neave and was later renamed as APB in 1989.
The firm presently controls 45 breweries in the some 19 nations in Asia Pacific region,
selling more than 50 brands of beer and variants. Heineken is a wholly owned business
by parent firm Heineken International. The firm has the widest presence of all its global
brewers and the credit goes to its international network of distribution and 115 beers in
above 65 nations. Heineken brands are well established in profitable, beneficial, mature
markets, whist the popularity of firm’ s beer is growing with each day in emerging markets
of beer like China, Russia, and Latin America. It is the biggest distributor as well as
brewer within Europe. The firm’s international coverage is attained via a mix of wholly
owned firms and license agreements, affiliates as well as strategic partnerships plus
alliances. Generally, the firm’s wholesalers even distribute and sell wine, soft rinks and spirits.
Heineken’s global export functions sell and ship beer to some beneficial as well as vast markets
throughout the globe. Constant expansion within productions as well as sales has actually led the firm to
emerge as biggest brewer in Europe, and 3rd largest international beer manufacturer, following closely
behind two international leaders within beer industry. Heineken even makes and sells local,
regional, as well as exclusive beers, soft drinks, ciders, and also wines to buyers
throughout the world (Miller, 2013).
The report analyses the logistics management of the firm Heineken Asia Pacific. There
are several functional areas within the firm, which interfaces the logistics management
within the firm; all these areas are analyzed in this study. The study determines areas in
which the firm’s logistics management takes place and also studies the major functional
areas such as finance, marketing, production, and accounting. The study evaluates
efficiency of present order cycle as well as inventory management and on this basis the
study also recommends some steps towards improvements that can implement within the
firm.