Operational Review
HEINEKEN is focused on five business
priorities. Each one helps us to achieve
our goal of winning in all markets with
Heineken® and with a full brand portfolio
in markets where we choose.
I
1. Grow the
Heineken® brand
The Heineken® brand is a
key strategic asset and is
the undisputed leader in the
international premium segment
3. Capture the
opportunities in
emerging markets
HEINEKEN has transformed
its emerging market presence
in recent years through a clear
acquisition strategy, strong organic
growth and our excellent joint
venture partnerships. pp
p16 -17
2. Consumer-inspired,
customer-oriented
and brand-led
HEINEKEN is committed to being
part of the conversation with
consumers and being recognised
as the preferred partner for
its customers.
cn
p14-15
>-v..
Annual Report 2012
