Northern & Western Europe is a particularly important region in the business portfolio with the overriding short-term goal of generating free cash flow for the Group while developing long-term equity through strong consumer loyalty. This is done by focusing on value rather than volume and a constant focus on efficiency improvements within and across markets. The efficiency agenda has been delivered through the Excellence programme in all functions. The value growth agenda focuses on obtaining and using better consumer insights, and improved in-store execution with both beers and other beverages.
OBJECTIVE
Improve competitiveness and earnings
MID-TERM TARGET
Operating margin 14-16%
STRATEGIES
Increase efficiency
- Excellence programmes
- Network optimisation
- Business standardisation
Value creation
- Strengthen local power brands and develop international brands
- Premiumise the portfolio
- Innovate
- Expand portfolio
- Improve category and value management