JOHAN D O Y E R A R a*L M A N A G EflR iVl/ I v You've worked for Heineken in various continents. Were there big differences? How is Bralima developing at the moment? What are your objectives for the years ahead? 1 M L fl ■v ÜM li t itiyj N't IM 1 V. ■\i Johan Doyer (47) is nowadays General Manager of Bralima in the Democratic Republic of Congo (DRC). He started his career at Heineken in marketing, after which he held various commercial posts. He was appointed General Manager of Vietnam Brewery, and was later in charge of the breweries in lie de la Réunion and Burundi. "Well, even within one continent, you can find totally different environments, lie de La Réunion is like a small piece of Europe in Africa, which makes it completely different from other African markets. But there are parallels between continents. I encountered that both in Vietnam and in Burundi as well as here in DRC: the relationship with the government and distributors is enormously important and shows many similarities." "The problems in the region are having a negative effect on the country's economy. Consumers have less to spend and so this is obviously having an impact on our sales. There has also been an increase in competitive pressure. We're fighting for a slice of a market that is getting smaller all the time." "Bralima, like our other African Operating Companies, is now busy implementing a change process which will make us more efficient, more competitive. In the meantime, some five hundred managers from all Operating Companies in Africa have taken part in the Stamp (Strategic Action Management Programme) course in Amsterdam. That course not only maps out the strategy for the African Operating Companies, but also explains how we expect our managers to implement that strategy. For Bralima the main thrusts in the next few years will be on marketing efforts and on improving efficiencies. By introducing standard management systems, we aim to build a more streamlined organisation. We are working together intensively with our suppliers to intro duce supply chain management. This will bring us into line with other modern organisations. We are really on the move." e' en O CL

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World of Heineken | 2001 | | pagina 37