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All Journal ASAWIKA: Media Sosialisasi Abdimas Widya Karya Jurnal Teknologi Informasi dan Komunikasi Jurnal Nasional Teknologi Komputer International Transactions on Education Technology (ITEE) Journal of Data Mining and Information Systems Blockchain Frontier Technology (BFRONT) The International Journal of Medical Science and Health Research Jurnal Ekonomi Bisnis dan Kewirausahaan
Stephanie
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Library & Information Science Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary

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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 Adele Valerry Ayumi Ceicilia Jazulie Christian Christian Haposan Pangaribuan Cindy Apsari Darianty, Rosita Fayola, Angela FELICIA Helen Novela Irsyad, Hafidz Megha Upreti Pambajeng, Cesil Raras Pratama, Jimmy Samuel Jonathan Soetam Rizky Wicaksono Syahputra, Bayu Widhy Setyowati Yuliana Sri Purbiyati