Abstract
European leader and challenger in France, Heineken is based on the production and the distribution of prestigious brands: Heineken, Desperados, Kriska, Amstel, Pelforth, Affligem, Buckler, 33 Export, Panach', Fisher, Edelweis, Adelscott, Murphy's, Georges Killian's, and Cruzcampo. The beer market in France underwent a crisis of growth in the 25 last years. As a result beer consumption decreased by 25% in volume. Moreover, under the attacks from "pre-mix" and the energy drinks, beer lost ground each year. The beer market is in evolution and the professionals, particularly the beer brands, must adapt as fast as possible. In France, the challenger Heineken must look for a parry to face this difficult market because of the new alcohol spending habits of French people. Which are the possible solutions to re-launch the sector in crisis? How can Heineken face this evolution and claim to keep its position of challenger? Which strategies does it follow? Does the Heineken group has the necessary resources and competencies to stop this phenomenon and at same time to penetrate the emergent markets? Can it continue to aim to gain shares of market for perhaps one day to reach the leader?
