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lOMoAR cPSD| 47708777
HEINEKEN Vietnam Brewery Co., Ltd. was established on
December 9, 1991, between Saigon Trading Company (SATRA)
and Asia Pacific Breweries Ltd ("APB") - now Heineken Asia
Pacific Company Pte Limited ( Heineken Asia Pacific ) 2)Organizational structures:
Currently, Heineken Brewery in District 12, Ho Chi Minh City,
has an area of 12.7 hectares, located on Le Van Khuong Street,
and is one of the most modern breweries in Southeast Asia. The
Ho Chi Minh City Brewery is also a model for sustainable
development, brewing beer with 100% renewable energy. The
visitor area (named HEINEKEN Experience) uses 100% solar lOMoAR cPSD| 47708777
energy. God. The wastewater treatment area with advanced
technology not only ensures that the treated wastewater meets
clean and safe standards, but is also used as a source of water for
fish farming in the factory premises, and at the same time
provides Another form of renewable energy - biogas. For many
years, Heineken Vietnam Brewery has been recognized as one of
the units that consistently excellently fulfill tax obligations and
operate with high efficiency in production and business activities
of Ho Chi Minh City. The company currently has more than 1,600
employees and creates thousands of jobs for suppliers and
partners in Vietnam. Heineken Brewery is always actively
developing human resources and is always at the forefront of
environmental protection. Ho Chi Minh City Brewery has
obtained many certifications including ISO 9001 quality
management system certification, FSSC 22000 food safety
management system certification, ISO 14001 environmental
management system certification. lOMoAR cPSD| 47708777 1) Business products:
- In Vietnam, HEINEKEN produce and distribute beer brands:
Heineken, Tiger, BIVINA, BGI, Strongbow, Larue. lOMoAR cPSD| 47708777 2) Raw material:
barley, yeast A, barley (malt), purified water, hops (Houblon) 3) Production process: Step 1: Milling
The brewing process begins with grain, usually barley (sometimes
wheat, rye or others.) The grains are harvested and processed through
a number of processes such as heating, drying and breaking the grain
structure. The main goal of this process is to isolate the enzymes
needed to make beer for the next step Step 2: Mashing
The product is then transferred into a soaking tub (tank), which is
mixed with hot water that is converted after crushing. The conversion lOMoAR cPSD| 47708777
process uses the natural enzymes in the malt to break down the starch of the malt into sugars Step 3: Lautering
After pulverization, the mixture is put into a separator, where the
sweetener (known as beer wort) is separated from the husk. Step 4: Boiling
After the separation process, the wort will be sent to a heating pot,
where the mixture will be heated before adding the hops. Step 5: Whirpool and cooling
After heating, the new mixture will be transferred to a vortex bath to
separate the new mixture. During this separation, any remaining malt
or hops are completely removed so that the mixture is ready for cooling and fermentation. Step 6: Fermentation
To start the fermentation, yeast is added during pumping into the
tower. Yeast converts the sugars in the wort into beer by producing
alcohol, a variety of flavors and carbon dioxide (used later in the
process to give the beer structure. lOMoAR cPSD| 47708777 Step 7: Annealing lOMoAR cPSD| 47708777
After the fermentation process, the beer will need time to mature in
order to reach its full flavor and aromatic.
Step 8: Filtration and pump CO2
After brewing, the beer will be filtered and pumped with CO2 and
then transferred to the beer tower, where it will take about 3 to 4
weeks to store to dissolve the CO2 into the beer. Then the beer is ready for packaging. lOMoAR cPSD| 47708777
5) Heineken's Marketing Strategy for Products
Products are always the core of every business, and a good product
needs to meet the needs and desires of customers, otherwise it will
be lost market share by competitors or even eliminated from the market.
Currently, Heineken has 3 main product lines:
Original Heineken: As the name suggests, this is a product line that
keeps the original taste of the day it was made. The traditional taste
has been around for over a century and a half thanks to the
simplicity and quality of the ingredients and the meticulous
attention paid to the brewing process.
Heineken Silver: Heineken Silver - light, easy to drink while
preserving the full flavor of Heineken's world-famous brand. With
a perfectly balanced taste, Heineken Silver will be the ideal
companion to accompany every fun, especially during meals,
which is a popular habit of enjoying beer in Vietnam.
Heineken 0.0: Heineken 0.0 is a non-alcoholic beer (0.0% alcohol
beer) brewed from natural ingredients, using a unique formula to
create a signature balanced taste – and contains only 69 calories per
bottle. /can of 330ml capacity. lOMoAR cPSD| 47708777
Heineken 0.0 gives consumers a new choice for all times of the
day. They can enjoy Heineken 0.0 at work, at the gym, during
lunchtime and even before driving – because it is a non-alcoholic (0.0 % alcohol) beer. 6) Brand Positioning :
Every year, Heineken spends about 10% of its revenue on very
interesting advertising costs with good and creative content that
have made a good impression on each customer. In the Vietnamese
market, Heineken has a great advantage and is known as one of the
premium beer brands with unique characteristics that surpass its
competitors. Heineken's products are quite diverse and easy to buy
anywhere, from the city to the countryside, from dealers to
restaurants, bars,... Because Heineken is an easy-drinking beer with
highly-seasoned, mild and aromatic.
II) LEARN ABOUT THE BEER INDUSTRY
1) Market of beer brand in Viet Nam:
- In 2010, Heineken owned 19.7% market share of Vietnamese
beer. As of 2019, Heineken has continuously grown and
achieved a record market share of 33.5%. This means that
Habeco, Hue beer, and Carlsberg have to share the remaining lOMoAR cPSD| 47708777
27% market share. Unlike Heineken, Sabeco's market share and
business performance have not grown steadily over the years, although
it has always maintained its leading position.
2)An alysis of beer market segment in Viet Nam: 3)
With strong growth over the past 10 years while the
competition seemed to rest on its laurels, Heineken
shortened the gap in market share with Sabeco to 6.1% at
the end of last year. But if you want to usurp Sabeco's top
spot, Heineken has a long way to go. More than 6% market
share in a market that consumes nearly 5 billion liters of
beer is not a small number. In addition, Sabeco changed
significantly after joining ThaiBev.
According to Euromontior, Heineken is the only company
with a distribution network of premium beer products
covering the whole country, including suburban areas, with
high brand awareness. Other high-end foreign brands like
Carlsberg, Corona only have limited distribution systems
III) LESSON LEARNED FROM STUDENTS AFTER THE VISIT lOMoAR cPSD| 47708777 1) Experience:
I feel very happy because this is the first time I have the
opportunity to visit a large and professional factory like
Heineken. For me, the actual visit to Heineken brewery is an
extremely useful and practical activity for students. Here, I heard
and learned about the beer production process as well as the
operation of a business, saw firsthand the professional production
line as well as modern equipment, the departments of Heineken Brewery. 2) Contribution:
3) Thank you to the school and Ms. Linh for allowing us to visit the
Heineken factory. In the future, I hope that the school and the
faculty can create conditions for students to go to more places to
practice, so that they can learn many things from big enterprises.