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Journal : Jurnal Ekonomi Bisnis dan Kewirausahaan

 1 
Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global: Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global Felicia; Stephanie; Soetam Rizky Wicaksono
JURNAL EKONOMI BISNIS DAN KEWIRAUSAHAAN Vol 14 No 1 (2025): Jurnal Ekonomi Bisnis Dan Kewirausahaan, Vol 14 No. 1 Januari 2025
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/iab.v14i1.1932

Abstract

This document analyzes Heineken's strategic position in the global market through PEST and SWOT approaches. The PEST analysis identifies the political, economic, social, and technological factors affecting Heineken's operations, showing that political and regulatory stability supports business expansion, even though economic challenges such as inflation can disrupt consumer purchasing power. From a social perspective, consumer preferences for healthy and environmentally friendly products and technological advances forced Heineken to adapt. The SWOT analysis highlights Heineken's strengths, including its global brand reputation and commitment to sustainability, as well as weaknesses related to high operating costs. Growth opportunities lie in the development of new products and digital technologies, while threats come from stiff competition. In conclusion, to maintain its position in the market, Heineken must continue to keep up with the development of digital transformation and innovate, as well as adjust marketing strategies according to changing consumer needs.  
Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global: Transformasi Digital Heineken: Strategi Heineken Menghadapi Tantangan Pasar Global Felicia; Stephanie; Soetam Rizky Wicaksono
JURNAL EKONOMI BISNIS DAN KEWIRAUSAHAAN Vol 14 No 1 (2025): Jurnal Ekonomi Bisnis Dan Kewirausahaan, Vol 14 No. 1 Januari 2025
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47942/iab.v14i1.1932

Abstract

This document analyzes Heineken's strategic position in the global market through PEST and SWOT approaches. The PEST analysis identifies the political, economic, social, and technological factors affecting Heineken's operations, showing that political and regulatory stability supports business expansion, even though economic challenges such as inflation can disrupt consumer purchasing power. From a social perspective, consumer preferences for healthy and environmentally friendly products and technological advances forced Heineken to adapt. The SWOT analysis highlights Heineken's strengths, including its global brand reputation and commitment to sustainability, as well as weaknesses related to high operating costs. Growth opportunities lie in the development of new products and digital technologies, while threats come from stiff competition. In conclusion, to maintain its position in the market, Heineken must continue to keep up with the development of digital transformation and innovate, as well as adjust marketing strategies according to changing consumer needs.  
Co-Authors Alfredo, Kevien Ariansyah, Nova Audry Natalia S Ayuni HG, Afifah Djuhardi, Lidia Djunaidi, Sherdian Fauzi Akbar Maulana Hutabarat Hanafiah, Olivia Afriyanti Hartati, Ery Holfian Daulat Tambun Saribu Iriani R. Dewi, Fransisca Jesselyn Salim Johannes Karisha Christie Kelly, Angel Melieyani Susanto Melisa Pranata Nagjudin Naulibasa, Hendi Novendawati Wahyu Sitasari Presilia Tangriawan Rintan br Saragih Riza, Ahyar Rizka Indri Arfianti Rusdy, Hendry Safitri Soetam Rizky Wicaksono Sri Tiatri Stephanie Trifonia Vanesa Yustira Wirawan, Angeline Yuliana Yuliana