Heineken
By: The Squirrels
Production Engineering and Operation
Management
Universidad Politécnica de Valencia
May 2009
Heineken
•About Heineken
•Products & Product
development
•Quality
•Process suitable strategy
•Distribution technology
•Twitter
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
History And Development
• Amsterdam 1592
•1st, 2nd, 3rd and 4th generation
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Competition Strategy
1968 Merge with Amstel.
1971Collaborate with Dreher in Italy and Whitbread in
United Kingdom.
1974 Buy Dreher.
1983 Absorb Murphys.a
1984 Absorb El Águila.
1999 Heineken expands its market in Europe acquiring
Fisher (Francia), Moretti (Italia) and Cruzcampo
(España).
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Location
Africa and Middle East
America
Europe
Asia and Pacific
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Products
Heineken is a pilsner beer and it is produced
under the higher quality standards and using
only natural ingredients, which makes it light,
mild and easy to drink. The different products
are:
•5L barrel
•Beer faucet
•33cl. And 24cl. bottles
•33cl and 50cl cans
•Designer bottle
•Six 33cl. cans pack
•Six 33cl. bottles pack
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Products
In order to design the new bottle, we
need a team of industry chemical
engineers. Adapted facilities and assembly
lines for the new bottles will be used for
the production process. New raw materials
will be needed so that the requirements
be fulfilled.
Once details are analyzed, the house of
quality must be carried out taking into
account the clients’ needs and the
available resources.
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Quality tools
The house of quality.
Taguchi methods.
Quality loss function.
Pareto chart.
Flow diagrams.
Cause and effect diagrams.
Statistic control of process.
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Quality tools, the house of quality.
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Process Suitable Strategy
• Product: Large quantities, small variety / Long
runs
• Equipment: Special-purpose/Special assembly
line
• Operators less broadly skilled.
• Few work orders and job instructions;
standardization / Repetitive operations
• Swift movement of units through facility
• Hight fixed costs, low variable costs
• Costs highly dependent upon utilization of
capacity
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Process Analysis
•Is the process designed to achieve
competitive advantage in terms of
differentiation, response, or low cost?
•Does the process eliminate steps that do
not add value?
•Does the process maximize customer
value as perceived by the customer?
•Will the process win orders?
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Distribution Technology
•Television
•Internet Broadcasting, example YouTube
•Homepages
•Adaption for mobile phones
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
Twitter
• Promotion (*)
• Knowing costumer opinion
(surveys)
• Networking with other brands
(twellow.com)
• Improving costumer relations
(E.g.: Dell)
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
About Heineken
Products
Quality
Process
Distribution
Twitter
Heineken
By: The Squirrels
Production Engineering and Operation
Management
Universidad Politécnica de Valencia
May 2009