Elements that can influence the price of this asset:

Analysis N°1

Heineken's development of new drink brands is a very important element because this diverse portfolio allows it to increase its sources of income and gain in profitability.

Analysis N°2

You'll also need to watch the increasingly strong competition in this sector of activity, particularly the big competitors also based in Europe.

Analysis N°3

The international expansion strategy implemented by Heineken is also an important element. Therefore, you'll need to closely monitor the group's international acquisitions and mergers, particularly in emerging countries which represent an attractive market in terms of growth.

Analysis N°4

Finally, the marketing operations implemented by Heineken, particularly regarding international sporting events, can boost the group's visibility and increase its sales.

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General presentation of the Heineken Company:

The Dutch company Heineken specializes in brewing beers under the Heineken and Amstel brands. It also sells several other regional beer brands such as Birra Moretti, Bulmer Cruzcampo, Dos Equis, Foster's, ecore Primus and Sol.

With almost 167 breweries located in over 70 countries, Heineken reaches both the Western European market as well as the Americas, Africa and the Middle East and even Asia Pacific. So far, the group employs no less than 73,767 people worldwide.

The Heineken share price is currently listed on the Euronext Amsterdam market and is included in the calculation of the Dutch stock market index AEX.

An analysis of historical stock market charts shows two distinct phases in recent years with a drop until March 2009 reaching € 20.37, then a bullish recovery that is still in place today beyond 80.00 € with a very high volatility which makes this share particularly interesting.

 

Knowing Heineken shares competition:

The beer market is increasingly competitive and the Heineken group is fortunately one of the worldwide leaders in this sector. However, it faces a few important competitors that you should know before you start trading its share price on the stock market.

 

The strategic alliances set up by the Heineken group:

Over time, the Heineken group has set up various partnerships which have enabled it to establish its reputation in the world. Here are some of the major alliances that have delivered benefits in recent years.

 

The advantages and strengths of the Heineken share as a stock market asset :

First of all, it should be pointed out that the brand portfolio held by the Heineken group is particularly diversified with more than 300 different beer brands internationally. This enables it to expand its market as far as possible and to generate income from different segments of the population.

Heineken's strong reputation and positive brand image is another of its strengths as the group benefits from the trust of its customers, which it is able to build up over the long term.

The Heineken group's efforts in the field of communication and advertising are also appreciated as they enable it to remain close to its consumer customers and to further improve its brand image.

The Heineken group can also rely on its very large network of breweries for its success. The Heineken Group currently owns more than 125 breweries in 70 different countries around the world. The fact that the group's breweries are well distributed geographically allows Heineken to have its production in close proximity to the end markets, which significantly reduces its transport costs and enables it to respond more quickly to demand. Thanks to its numerous breweries, the Heineken group can benefit from improved customer satisfaction and adapt its production to local tastes without major additional costs.

Still with regard to the advantages of this group, we can underline the fact that Heineken is considered as a stakeholder in the current energy and environmental transition. It thus benefits from an image as an energy-efficient brewery that enables it to appeal to a young population.

Heineken's communication strategy is also more modern and creative than that of its competitors, which is of course another strong point for the company.

Finally and in addition to its various breweries, the group can base its development and success on its workforce, since it currently employs more than 73,000 people worldwide, particularly in the field of production but also in distribution with competent and very well distributed sales teams.

 

Disadvantages and weaknesses of Heineken shares as a stock market asset :

First of all, the beer market, especially in certain specific sectors such as Western Europe, has been experiencing certain difficulties in recent years, particularly because of the recent financial crisis which has had an impact on purchasing power, but also because of other factors such as weather problems, tax increases or the ban on smoking in certain places of consumption. This recession could therefore have more or less significant repercussions on the group's sales and negatively impact its financial results.

Heineken must also redouble its efforts to maintain the current and past values of the company, to maintain a correct brand image and to meet the increasingly demanding quality standards in some of the countries in which it markets its beverages. It remains to be seen whether the group will be able to put in place the right strategies to achieve this.

Because of its leading brand image in the beer sector, the Heineken group is also highly exposed to the risk of copying and imitating its most popular products. It goes without saying that this type of counterfeiting or imitation, which is often sold at lower cost, is directly detrimental to the company and its revenues.

Another shortcoming of this company is its limited room for manoeuvre with regard to its future development capacities. Indeed, due to its current very large size, the group can no longer aim for a significant gain in market share in the future and thus risks a loss of growth.

Finally, it is well known that the production of Heineken's branded beverages is directly dependent on the market for agricultural raw materials. However, this market is currently particularly threatened by future climate change. It is clear here that a rise in the prices of certain cereals used in brewing would have a very significant negative impact on the group's production costs and thus indirectly on its productivity and margins.

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76.4% of retail investor accounts lose money when trading CFDs with this provider. You should consider whether you understand how CFDs work, and whether you can afford to take the high risk of losing your money.