Heineken

Problem Statement: As the consumer needs & tastes vary across the globe, Heineken must decide how much to adept their marketing strategy to local needs using a variance of standardized marketing mix & adapted marketing mix, owing to the strong brand preferences & loyalties that exist among the beer drinkers. Analysis: Heineken's position in the beer market is consolidated by its strong history, making it the number two beer brewer in the …

…to establish & gauge Heineken's global brand identity & communication, the real test lies for Heineken to sustain its market lead & reputation in its neighboring European Union which by far is the largest contributor to its sales Recommendations: Heineken needs to evaluate its home replication, multi-domestic & national, global & transitional strategy to establish its scope of operations, resource deployment & distinctive competence across its strategic business units.