Heineken N.V. Global Branding and Advertising Case

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1.What are Heineken’s strengths and weakness? 優勢 Strengths | 劣勢 Weakness | 高品質高價位的歐系啤酒 | 缺乏全球裝瓶業務的在場。在主要的啤酒消費市場,德國和美國進口,可是沒瓶裝。 | 悠久的歷史傳承世代傳承、原味堅持。 | 缺乏在拉丁美洲的在場。被看作只是一個許多歐洲進口啤酒在拉丁美洲。 | 產品品質優良 | 海尼根啤酒的口味是全球一致的,不會因為各地偏好狀況不同而有所改變。 | 產品包裝設計很好。一直以年輕包裝為導向容量也分為許多種,針對不同消費者做出不同的包裝。只在容量上做出差異,提供消費者一致的口感與品牌印象。 | 新鮮度不及本土啤酒。 | 在荷蘭市場領先 | 酒的市場很大,太多種類,不管是beer還是含酒精量低的酒,會降低其市場的。 佔有率 | 是美國進口啤酒市場領導地位 | 單價較高。海尼根為進口啤酒,與台啤相比,成本原先就更為高昂 | 廣告會有新的創意來吸引顧客購買。 | 國外啤酒難被接受 | | 非本土品牌,較難深入在地人的心。 | 2. Is Heineken a global brand at the time of the case (i.e. 1994)? What are the challenges Heineken faced at that time? Whether Heineken was a global brand in 1994 depends on the definition of globalization. According to the common use of definition, globalization is a process of increasing the connectivity and interdependence of the world’s markets and businesses. If regarding the whole Europe as a market, then Heineken wasn’t really a global brand because it only sold 14% of its beer to Asia, Australia, and Africa. Even though it had some majority stakes and many minority stakes in these areas—which shows that it is also trying to broaden its business—however, it seemed to be difficult to weigh much. On the other hand, if taking the norm of the revenue ratio outside of the mother-country market (Netherland in this case), then Heineken could be accounted as a global brand, because it had stakes all over the world, Europe, the United States, Asia, Australia, and Africa. The challenges it might be facing: * Language and culture? * Customers’ needs and tastes varied, so Heineken needed to decide how to adapt marketing strategy * To inspire but at the same time remain personally relevant, attached to the target’s group personal cultures and origins. * Should build stronger brand preferences and loyalties (Ex. Germany) * Main markets (Europe and US) are maturing or

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