Amstel Marketing Environment 1.2

 

Every company has a mission statement, but because Heineken took over Amstel they have the same mission statement. The mission statement from Heineken there for from Amstel is the following: They want to delight their consumers, day in and day out with their beers. They do it with a perfect cider, and the experiences of many beer brands.


Ofcourse there are a lot of competitors in the beer market, and here are some listed and they are divided into not well known brands and well known brands.
Generic competition:

• Rolling rock
• Schaefer
• Old milquakee
• Bud light

 

Product form competition:

• Corona
• Grolsch radler
• Liefmans
• Wiekse
• Hoegaarden

 

Brand competition:

• Grolsch
• Hertog Jan
• Gulpener
• Bavaria

The competitive position of the company Heineken International is pretty good. Heineken is well known all over the world and they have the third highest beer market share in the world, behind Anheuser-Busch inbev and SABMiller plc, which is pretty high. Heineken International, the owner of Amstel, has several competitive advantages. Firstly, they have the highest equity of all the beer companies in the world. Secondarily, they are not only surpassing the International Premium Segment (IPS), which means they are surpassing the beer market, they are also the leading brand in the IPS (20.5%), which is twice the size of the closest competitor. Besides all this, they are also surpassing the growth in the emerging markets and their marketing skills are world class. 


Product development would fit the best with my product Amstel, because it means that they are creating new products for the existing markets. Amstel Radler is an example of this. It is a new sort of product which they introduced in 2013. Since then it has grown a lot, and Amstel Radler is now the favorite Radler of the Netherlands.