Historically Heineken

Business > Companies
Business > International
Business > Management
Business > Marketing

This paper looks at the history of the Heineken brewery, discussing how the foundations for a multinational legacy were established.

1,641 words () | 6 sources | MLA | 2009 United States

Paper Summary:

In this article, the writer first looks at the beginnings of the Heineken brewery. The writer discusses how Heineken developed over the generations, looks into the different Heneken products, and studies the company's sales operations and marketing strategies. The writer maintains that by avoiding becoming involved with only one advertising agency, Heineken has managed to go above and beyond by making its products appealing on both the international and local levels without alienating its regional and local brew supporters. The writer concludes that by continuing in this trend, Heineken can capitalize on its brand recognition by inundating the market and point of sale operations with low-cost, high mass appeal marketing strategies.

Outline:
Sales and Operation
Products
Strategy
Goals
Recent Marketing Moves
Article Summary
International Marketing Implications

From the Paper:

" By the early 1900s, expansion into America and Asia had begun, with the exception of prohibition in the states during World War I. In the mid 1900s, Heineken moved into Africa and distinguished itself as an international brewing leader by acquiring local breweries and catering to local tastes. The motto mid-century became, "Build and Brew", a theme that seems to hold true even today. In 1968, Heineken acquired the Amstel Brewery, with Amstel Light becoming on of the most highly imported light beers in North America. In the late 1970s, Heineken started to really fine tune its acquisitions and products to meet local markets. Examples include knowledge of regional and ethnic preferences, such as English preferring dark ales. By the late 1980s, Heineken was selling in over 170 countries, and had become the second largest brewer in the world. In the new millennium, Heineken has shifted its focus to both global and local appeal. Today, Heineken has 170 brands marketed globally and over 115 breweries in 65 countries worldwide."

Sample of Sources Used:

http://blog.futurelab.net/2005/10/heineken_halts_all_tv_advertis.html
http://www.brandchannel.com/features_effect.asp?pf_id=62
http://www.brandweek.com/bw/search/article_display.jsp?vnu_content_id=1002075246
http://www.brandweek.com/bw/search/article_display.jsp?vnu_content_id=1001737028
http://findarticles.com/p/articles/mi_m3469/is_3_52/ai_70037543 www.heinekeninternational.com