What are Heinekenâ€™s strengths and weaknesses? Is a Heineken global brand? Strengths:
Nowadays Heineken is the worldâ€™s second largest beer manufacturer after Anheuser-Busch, an American brewing company. In some markets, such as USA and Hong Kong the Heineken is perceived as a premium brand.
It has wholly owned subsidiaries in Netherlands, France and Ireland whereas they held majority stake in 15 other breweries all over the world. This gives Heineken economies of scale and global brand image.
Through mergers and acquisitions Heineken created strong distribution channel and managed to make Heineken available in more than 170 ...view middle of the document...
Consumer tastes for beer vary across the globe in markets that have strong brand preferences and are in diverse stages of development. Heineken must maintain a consistent branding strategy with central control from headquarters and build brand equity by utilizing market research to design advertising specific to local markets.
Heineken should include sponsorship of various events such as sports events and so on. Also it must inspire international confidence while maintaining local appeal.
According to research, the company must not only focus on the developed markets, or the markets that are onto saturation level, but it also should focus on the markets that are on the beginning stage, for example India.
It has also been found out, that the company does not have fixed group that looks into the Marketing Communication Mix. That is the major reason that the company is suffering in terms of market capitalization.
How can the Heineken brand be developed through marketing communications? Heineken can be developed through the different characteristics of the marketing communication mix. Multiple forms of marketing communications are...