E-commerce strategy overhaul and building operational excellence
HEINEKEN N.V., the worldâ€™s most international brewer, has made a strong entrance into the field of digital by launching a broad set of digital initiatives in an increasing number of markets across the globe. Committed to accelerating growth in a rapidly changing competitive playing field and driven by the ambition to become the clear winner in beer & cider in a digital age, HEINEKEN asked SparkOptimus for its support in co-developing a shared vision, strategy, and execution plan together with HEINEKENâ€™s key decision makers: the Executive Team and MDs of HEINEKENâ€™s largest global Operating Companies.
SparkOptimusâ€™ thought leadership in the field of digital disruption and their ability to design, build and scale digital businesses across the globe helped us foster company-wide commitment to the WHY, WHAT and HOW of winning in beer & cider in a digital age. We are now completely aligned on scope/ambition. Thank you for the strong support. We look forward to continuing this shared journey.
Jan Derck van KarnebeekChief Commercial Officer HEINEKEN N.V.
In order to fully live and breathe co-development, we established a joint HEINEKEN-SparkOptimus team and worked side by side with both the global and local market organisations. We led a focused set of top-down interactions with the Executive Team on the Why, What and How of winning in a digital age. The outcome was an aligned view of the global digital agenda. In parallel, we co-developed bottom-up market-specific visions, strategies, and plans on the ground with the Management Teams of HEINEKENâ€™s largest Operating Companies. This was done through dedicated one-week Strategy Exercises in each of these markets across the globe. Finally, we consolidated the collective top-down and bottom-up findings in an overarching HEINEKEN N.V. vision for becoming a consumer & customer-first, self-learning and high-velocity company, and developed an overall change story and action plan.
Through the parallel interactions with the Executive Team and key markets, we created a shared sense of urgency and full commitment to HEINEKENâ€™s way forward. Ultimately, this has led to a new bold ambition â€“ both on an NV and OpCo level â€“ along with a concrete understanding of the financial, organisational and technological implications.