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Essay

Heineken

Essay specific features

 

Issue:

Business

 

Written by:

Roy F

 

Date added:

November 1, 2014

 

Level:

University

 

Grade:

B

 

No of pages / words:

6 / 1598

 

Was viewed:

1972 times

 

Rating of current essay:

 
Essay content:

They produce 5.6 billion ltrs of beer each year. Second only to Anheuser-Busch who produce 10 billion ltrs. They have substantial market share in Europe and America with 38% where as they are growing very fast (rate of growth 23% over 1992 sales) in Asia and Australia. In some markets like USA and Hong Kong the Heineken brand is perceived as a premium brand and has successfully established a brand image...
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They have wholly owned subsidiaries in Netherlands, France and Ireland whereas they held majority stake in 15 other breweries all over the world. This gave them a global presence. Across all markets the brand was acknowledged as a lighter beer or superior quality presented in attractive packaging. Weaknesses: The local Heineken brand managers had the resources to develop own commercials which were not always aligned to the Heineken brand image that the managers at headquarters wanted to project...
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General issues of this essay:
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