The priority in Eastern Europe is profitable growth now and in the coming years. The most important challenge is to exploit the growth potential of the Russian market as well as of a number of the other markets in the region.
A key task is to strike the best possible balance between value growth and volume growth. On the one hand, this means strengthening brand loyalty and sales of more expensive premium beers, whilst on the other hand, it means supplying competitive and attractively priced beers which can capture consumers and sales from other beverages, in particular spirits.
The Eastern European region is the growth asset in the business portfolio despite an expected short-term slowdown in overall market growth due to the current macroeconomic environment. Eastern Europe will continue to grow and the necessary investment will be made in the region to capture future growth opportunities.
OBJECTIVE
Ensure profitable growth
MID-TERM TARGET
Operating margin 26-29%
STRATEGIES
Focus on portfolio and mix
Assessing multi-beverage portfolio
- Leverage strengths with non-beer categories
Roll-out of Excellence programmes
Continued build-up of smaller markets and new markets