Heineken global branding and advertisin

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Heineken N.V.: Global Branding and Advertising

Instruction:
1. Each student will read the case(s) ahead of time before attending to the class.
2. Your group will be assigned to one or several questions in class.
3. After a thorough group discussion, your group will outline/summarize your answers into a PPT file and drop it onto the Blackboard’s drop-box.
4. Your group will present and lead the discussion of the question(s) assigned to you. Although the group in charge will be the major discussants for the assigned question(s), it is highly recommended to have the rest of the class involved and participated in the discussion.
Questions:
1. What are Heineken’s strengths and weaknesses? Is Heineken a global brand? Why or why not?
Every successful company has its strength and weaknesses. After reading the case “Heineken N. V.: Global Branding and Advertising” it is clear that the company has more strengths than weaknesses. Heineken got its reputation by producing a light beer that has a great quality. In 1886, special yeast was developed that till today is used in Heineken’s beer production. The company is very proud that till today it uses its own designed recipes that for years has been improved and modified to give an unforgettable experience for customers for centuries. Heineken’s beers are package in very eye catching package that appeals to the customer in many different stores. Across the markets all over the world Heineken’s beer is acknowledged as a unique beer with special taste, that everybody wants to enjoy. The company is the second biggest beer manufacture across the globe. The first position is reserved for Anheuser-Bush that produces ten billion liters yearly. Just in 1993 sales of Heineken brand reached 1.52 billion liters per year growing up to 5.6 billion liters per year in 2010. Heineken has an impressive market share in U.S and Europe with the 38 percent presence. Looking at the data from 1992, Heineken’s growth rate was 23 percent. Asia and

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