What are Heineken’s strengths and weaknesses, marketing homework help

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jrt101131

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Write as a report to management / consultant by answering these questions:

What are Heineken’s strengths and weaknesses? Is Heineken a global brand?
Evaluate the research. What has been learned?
How can the Heineken brand be developed through marketing communications? be sure to address Heineken’s value propostion and brand promise?
What should the role of Heineken’s headquarters in shaping the marketing of the brand worldwide?

Tags: markting Heineken case

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Running Head: HEINEKEN CASE

1

Heineken Case

Student’s name

Institutional affiliation

HEINEKEN CASE

2

Question one
Heineken’s strengths; traditional brand, premium brand, special test, lighter beer, attractive
packaging, superior tasting beer, brand availability, and large advertisement.
Weaknesses; Centralized production, TV advertisements target large market only, little focus
on emerging markets of Africa and Asia, inadequate licensee’s control, and lack of bottling
facilities in Germany and United States.
Yes, Heineken is a global brand, courtesy of its long time presence in Netherlands and beyond
France, Greece, Hungary, Irela...

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