1. Heineken

8. Question 2> Financial position of Heineken? 2009 2008 2007 2006 Return On Equity 20.2% 7.3% 14.1% 21% Profit Margin 7.77% 2.42% 6.42% 10.24% Return On Assets 5.66% 1.69% 6.75% 9.31% Total Debt Ratio 0.72 times 0.77 times 0.52 times 0.58 times Total Asset Turnover 0.73 times 0.70 times 1.05 times 0.91 times

9. Profitability Ratios

10. Efficiency Ratios

12. Comparison of Market leaders

15. Purify the Water and stored in large tanks Lightly heated and roasted barley used Mixing barley in water for 7 days which transforms into malt to form mash Starch from mash brewed to fermentable sugar to form wort which added with hops gives bitter taste Wort cooled in fermentation tank and mixed with Heineken A yeast and is matured for 4-6 weeks Beer is filtered for impurities & pasteurized for packaging in cans and bottles to be distributed around world PURIFY WATER PROCESS BARLEY ADD THE HOPS FERMENTATION FILTER AND PACKAGING 1 2 3 4 5 Heineken Production Process

18. BCG Matrix Evaluation for Heineken Market Share in 5 Continents http://www.heinekeninternational.com/FAQ_Question18.aspx Star Asia Pacific Dogs America http://online.wsj.com/article/SB10001424052748703573604574491202399103112.html Question Mark Africa Cash Cows Europe