executive impact

Heineken Kirin GM leverages know-how of both companies

4 Comments
By David Umeda for EURObiZ Japan

The western part of the Netherlands, in a place close to the sea, is where Martijn van Keulen grew up.

“People there are down-to-earth, open-minded, direct,” he recalls. “And they are not afraid to make decisions.”

At a very early stage in his career, van Keulen discovered that these traits, part of his cultural heritage, were incredible assets in business. He also learned something that has made the difference in how he approaches his responsibilities today.

“If you’re not passionate about your work,” he emphasises, “you will not perform well.”

The daunting challenges he sees Japan facing — such as the stagnant, or slow, economic growth, and the ageing and declining population — certainly puts this theory to the test.

“Under such circumstances, the development of overseas markets, or globalisation, is a critical task for many Japanese companies,” he says.

Yet, many domestic companies and brands, he feels, are facing challenges so far in their exploration of other markets.

“They are facing difficulties due to a lack of expertise,” van Keulen states.

For Heineken Kirin K.K., where van Keulen is General Manager, optimising business in Japan requires fully leveraging the know-how of both companies. Heineken Japan K.K. was initially established in 1983 by Heineken, with a licensee agreement to Kirin Brewery Company Ltd. for local brewing of Heineken® beer in Japan. The joint venture was established in 1989, and renamed Heineken Kirin K.K. (Heineken Japan) in 2010.

“The expertise of Heineken as a global company has been proven by the success the company has enjoyed in international markets,” he notes. “Kirin, as a local partner, offers an established, strong infrastructure in Japan.”

While there is no import duty on beer products, van Keulen believes the free trade agreements now in negotiation between Japan and the EU may accelerate revisions favourable to Heineken.

“The existing, unique beer taxation system by the Japanese government places an excise tax on beer that is higher than the tax imposed on beverages such as happo-shu, the new genre of local beverages with lower, or no, malt content,” he explains. “The proposed revision is to unify these taxes eventually by reducing the excise tax, benefitting Heineken’s 100% malt beers, and resulting in a better offer to Japanese consumers.”

He cites another advantage in how the joint venture handles the changing demographics of Japan.

“We are in a better position to capitalise on best practices that have been proven in the global market and now apply them to the Japanese market,” he explains. “Japanese consumers are more exposed to global trends through the digital media; and, as a result, commonality with other countries’ lifestyles is increasing.”

While the company’s market strategy for Japan remains focused on sales of Heineken in bottles and their quality draught, there are new, innovative and higher value-added products and packaging formats available elsewhere that are yet to be introduced here.

However, he hints that this may change in the future: “We are willing to introduce some new-to-market products in order to further grow the business in Japan.”

His emphasis on passion extends to golf and squash, sports that van Keulen continues to enjoy here.

When asked about living in Japan, he says he most values “the quality of life, the great people, and its culture.”

It’s apparent that van Keulen has found a city that fuels his passion.

Time spent working in Japan: Four months.

Favourite saying: “The essence of strategy is choosing what not to do.” — M. Porter.

Favourite book: The Shadow of the Wind by Carlos Ruiz Zafón.

Cannot live without: My family.

Lesson learned in Japan / Secret of success in business: Be patient, respectful and eager to learn.

Favourite place to dine: Still looking.

Do you like natto? Not yet my favourite Japanese dish.

© Japan Today

©2024 GPlusMedia Inc.


4 Comments
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It has long amazed me that Kirin is not more popular in this country....love the stuff.

(and what is natto?)

-1 ( +1 / -2 )

I'm quite partial to Kirin classic. Happosho on the other hand tends to make me want to vomit. The tax system on beer here is quite ridiculous. But that's Japan for you.

1 ( +1 / -0 )

When asked about living in Japan, he says he most values “the quality of life, the great people, and its culture.”

As much as I love Japan, quality of life is definitely something it doesn't get right. Especially in Tokyo. Unbearable at best.

-2 ( +0 / -2 )

quality of life is definitely something it doesn't get right. Especially in Tokyo

On an ex-pat package, it's very bearable.

0 ( +0 / -0 )

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