Heineken's Business Report: Competitive Analysis and Strategies

This report examines Heineken's business operations within the competitive beer market of Ireland. It begins with an introduction outlining the research's focus on Heineken's position and the competitive pressures from brands like Murphy's and Smithwick's. The report will then delve into the background of the business, outlining its strategies and competitive advantages. It will also analyze the current business environment, highlighting the challenges and competition in the Irish beer market. The report intends to use secondary research methods, including data from market shares, sales figures, and revenue, and will reference books, journals, and online sources. A time plan is included to show the organization of the research process, from identifying the business problem to presenting the findings.

Business Organizations and
Environments in a Global
Context

Table of Contents
1. Introduction..............................................................................................................................3
2. Background of business organization......................................................................................3
3. Back ground of business environment-....................................................................................3
4. Data graphs and tables.............................................................................................................3
5. References................................................................................................................................3
6. Time plan.................................................................................................................................3

1. Introduction
The present research report is based on Heineken which is one of the largest and leading
beer producer and seller in Ireland. Furthermore, the particular business scenario which has been
covered in report will be based on increasing level of competition among beer companies in
Ireland. It can be stated that the selected business has stated facing very intense competition from
beer brands such as Murphy's Irish Stout, Smithwick's Irish Ale, Porterhouse Brewing Co.
Oyster Stout etc (James and et.al., 2014).
2. Background of business organization
In order to carry out the present report, the scholar will be using different types of
secondary sources to indentify the existing degree of competition in the market. Along with this,
the most important background detail which we included is that related to the key strategies
adopted by Heineken in Ireland to gain competitive advantage.
3. Back ground of business environment-
At present the competition among beer sellers in Ireland has become very intense and it is
not longer easy for existing brands to attract customers (Kelly, Ireland and Mangan, 2016).
Brands such as Murphy's Irish Stout and Smithwick's Irish Ale are selling light and sweet beer to
attract customers whereas Heineken is selling its beer by promoting its history and heritage in the
field of beer manufacturing.
4. Data graphs and tables
Majority of research will be conducted through secondary research and data or graphs
included will consists of market share of beer manufacturer in Ireland, their sales and revenue
generated etc.
5. References
In order to conduct secondary research books, journals and online sources are three main
sources which will be taken into consideration.
6. Time plan
Activities Week 1 Week 2 Week 3 Week 4

Identification of
business problem
Collecting
information
Analyzing the
data collected
Presenting the
findings

REFERENCES
Books and Journals
Kelly, S., Ireland, M. and Mangan, J., 2016. Alcohol sponsorship and its impact on sports
participants’ consumption. Sport in Society, pp.1-13.
James, T.C. and et.al., 2014. In situ production of human β defensin‐3 in lager yeasts provides
bactericidal activity against beer‐spoiling bacteria under fermentation conditions. Journal
of applied microbiology. 116(2). pp.368-379.