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Heineken n.v.: global branding and advertising description.

Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages.

Case Description Heineken N.V.: Global Branding and Advertising

Strategic managment tools used in case study analysis of heineken n.v.: global branding and advertising, step 1. problem identification in heineken n.v.: global branding and advertising case study, step 2. external environment analysis - pestel / pest / step analysis of heineken n.v.: global branding and advertising case study, step 3. industry specific / porter five forces analysis of heineken n.v.: global branding and advertising case study, step 4. evaluating alternatives / swot analysis of heineken n.v.: global branding and advertising case study, step 5. porter value chain analysis / vrio / vrin analysis heineken n.v.: global branding and advertising case study, step 6. recommendations heineken n.v.: global branding and advertising case study, step 7. basis of recommendations for heineken n.v.: global branding and advertising case study, quality & on time delivery.

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Case Analysis of Heineken N.V.: Global Branding and Advertising

Heineken N.V.: Global Branding and Advertising is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Heineken N.V.: Global Branding and Advertising is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Heineken N.V.: Global Branding and Advertising case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Heineken N.V.: Global Branding and Advertising will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Heineken N.V.: Global Branding and Advertising case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Heineken N.V.: Global Branding and Advertising, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Heineken N.V.: Global Branding and Advertising case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, Heineken N.V.: Global Branding and Advertising case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Heineken N.V.: Global Branding and Advertising

Step 1 – Problem Identification of Heineken N.V.: Global Branding and Advertising - Harvard Business School Case Study

The first step to solve HBR Heineken N.V.: Global Branding and Advertising case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Heineken Advertising is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Heineken Advertising, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Heineken N.V.: Global Branding and Advertising. The external environment analysis of Heineken N.V.: Global Branding and Advertising will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Heineken N.V.: Global Branding and Advertising case study. PESTEL analysis of " Heineken N.V.: Global Branding and Advertising" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Heineken N.V.: Global Branding and Advertising macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Heineken N.V.: Global Branding and Advertising

To do comprehensive PESTEL analysis of case study – Heineken N.V.: Global Branding and Advertising , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Heineken N.V.: Global Branding and Advertising

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ Heineken N.V.: Global Branding and Advertising ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Heineken Advertising is operating, firms are required to store customer data within the premises of the country. Heineken Advertising needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Heineken N.V.: Global Branding and Advertising has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Heineken Advertising in case study Heineken N.V.: Global Branding and Advertising" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Heineken Advertising in case study “ Heineken N.V.: Global Branding and Advertising ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Heineken Advertising in case study “ Heineken N.V.: Global Branding and Advertising ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Heineken N.V.: Global Branding and Advertising ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Heineken Advertising can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Heineken N.V.: Global Branding and Advertising case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Heineken Advertising needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Heineken N.V.: Global Branding and Advertising

Social factors that impact heineken n.v.: global branding and advertising, technological factors that impact heineken n.v.: global branding and advertising, environmental factors that impact heineken n.v.: global branding and advertising, legal factors that impact heineken n.v.: global branding and advertising, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: heineken n.v.: global branding and advertising case study solution.

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Heineken-Brewing a Better World Case Study solution

Introduction.

The current case solution is published by 247caseanalysis and focuses on Heineken-Brewing a Better World. The case presents an overview of the strategic and managerial issues that the Heineken-Brewing a Better World faces in the growth and development of the business. The case solution focuses on understanding the central issue(s) in the case. The case study solution then uses strategic tools and models to solve the case and makes strategic recommendations for the Heineken-Brewing a Better World (Abratt & Bendixen, 2018; Iacobucci, 2021).

The case study and the case solution for the Heineken-Brewing a Better World are intended to give a comprehensive and holistic perspective regarding real-world business situations and challenges to the reader. Like all HBS case studies, it is important for the reader to first read the case for the Heineken-Brewing a Better World. The proposed case study solution for the Heineken-Brewing a Better World has encompassed the needs of all stakeholders while addressing the central challenge effectively (Deepak & Jeyakumar, 2019).

External environment analysis

The Heineken-Brewing a Better World cannot directly influence the external environment. The Heineken-Brewing a Better World must ensure to assess and continually review the external environment to identify potential challenges and opportunities (Abratt & Bendixen, 2018). This is needed because:

The external environment is dynamic and keeps changing.

External environment factors and dynamics, directly and indirectly, influence Heineken-Brewing a Better World operations (Anthony, 2021).

PESTEL Analysis

The Heineken-Brewing a Better World needs political stability to maintain business development and growth globally.

The Heineken-Brewing a Better World must also pay heed to local and global taxation implications for operations carried on site, as well as in other countries.

The Heineken-Brewing a Better World is directly impacted by the policies and regulations devised by the governments in its host as well as home countries (Chernev, 2018).

Lower interest rates facilitate the Heineken-Brewing a Better World as it leads to increased instances of borrowing.

Lower interest rates also lead to increased consumer power, and increased demand for products of Heineken-Brewing a Better World (Deepak & Jeyakumar, 2019).

The operations and demand for Heineken-Brewing a Better World are directly influenced by the GDP and economic growth in the countries where it operates and exports (Buchanan & Huczynski, 2019).

Increased focus on education and higher literacy rates have allowed the Heineken-Brewing a Better World to benefit from a more skilled and talented labor pool.

The higher portion of the youth has also benefitted the Heineken-Brewing a Better World in creating a high demand for its products and services (Iacobucci, 2021).

Assessment of the population and consumer trends have allowed the Heineken-Brewing a Better World to refine its segmentation and targeting strategies – leading to improved positioning of its portfolio offering (De Mooij, 2019).

Technological

Heineken-Brewing a Better World has high internal innovation capabilities.

Heineken-Brewing a Better World invests in research and development for improved creativity and technological progress.

The Heineken-Brewing a Better World makes use of innovative and advanced technology to make its internal processes more efficient and work towards achieving economies of scale.

Heineken-Brewing a Better World also benefits from knowledge sharing through global operations and transfers technology internally (Baines, Fill, & Rosengren, 2017).

Environmental

The Heineken-Brewing a Better World follows and abides by environmental regulations imposed in various countries.

Consumers for Heineken-Brewing a Better World have rapidly adopted green lifestyles and green consumption.

Incorporating environmentalism into its strategic goals and direction has enabled the Heineken-Brewing a Better World to become more efficient in this resource allocation (Stead & Stead, 2014).

The Heineken-Brewing a Better World ensures to follow the equal employment and equal opportunity law.

Through the equal opportunity act and regulations, the Heineken-Brewing a Better World ensures that it does not discriminate against different groups in its HUMAN RESOURCE MANAGEMENT practices.

The Heineken-Brewing a Better World also ensures to abide by the health and safety regulations.

The Heineken-Brewing a Better World makes sure to follow regulations regarding employment contracts and employer responsibilities to ensure fair policy-making and high performance (Lasserre, 2017).

Porter Five Forces

Industry rivalry.

There is high competitiveness and rivalry in the industry.

The market is highly fragmented, which leads to increased competition for Heineken-Brewing a Better World.

The Heineken-Brewing a Better World faces industry rivals of various sizes and operations.

The competition for Heineken-Brewing a Better World is local as well as global in nature.

The increased rivalry in the industry ensures that all players, including Heineken-Brewing a Better World, offer high-quality products and services to consumers at competitive prices (Varadarajan, 2015).

The threat of new entrants

The threat of new entrants is moderate.

There are entry barriers such as government regulations and financial capital needed for setting up operations.

This ensures that only powerful players with high financial muscle enter the market where Heineken-Brewing a Better World is operating.

New entrants ensure that the Heineken-Brewing a Better World maintains its focus on competitiveness and high quality (Wunder, 2019; Abratt & Bendixen, 2018).

Threat of substitutes

The threat of substitutes is moderate to high.

There is direct well as indirect substitutes available for Heineken-Brewing a Better World offerings.

The high number of players and market fragmentation has led to the increased availability of substitutes for Heineken-Brewing a Better World products.

There are low switching costs for consumers between substitutes (Sahaf, 2019; Kotabe & Helsen, 2020).

Bargaining power of buyers

Heineken-Brewing a Better World operational a highly fragmented industry.

The bargaining power of the buyers is high.

Players, including Heineken-Brewing a Better World, do not have a retail setup (Phillips & Moutinho, 2018; Chernev, 2018).

Bargaining power of sellers

The bargaining power of suppliers is high in the industry where Heineken-Brewing a Better World operates.

There're numerous players in the industry, and suppliers have contracted with most of them.

The raw materials provided by suppliers are restricted, and limited owing to quality needs and benchmarks (Kotabe & Helsen, 2020; Joyce, 2022).

Internal environment analysis

The internal analysis allows an insight into the factors that Heineken-Brewing a Better World can directly influence. These factors and capabilities are used by the Heineken-Brewing a Better World to ensure that:

It is able to capitalize on the opportunities from the external environment.

It is able to mitigate risks and manage challenges and threats appropriately.

The Heineken-Brewing a Better World is able to set the right strategic direction and use internal capacities towards its attainment (Stead & Stead, 2014; Deepak & Jeyakumar, 2019).

The Heineken-Brewing a Better World has a strong brand image and a positive consumer perception in the market.

The Heineken-Brewing a Better World invests in research and development, which helps the company focus its new product development as well as marketing capabilities (Phillips & Moutinho, 2018).

The company has a strong financial revenue earning ability and enjoys high profits.

The Heineken-Brewing a Better World has a global distribution network, which is strong and has allowed it to enjoy high business growth.

International expansion has allowed the Heineken-Brewing a Better World to understand diverse cultures and their knees – and engage in the localization of its product portfolio (DuBrin, 2013).

The Heineken-Brewing a Better World is criticized for high prices for its product portfolio.

The company has suffered negative PR owing to the recall of some of its products which were faulty.

Despite engagement with advanced technology, Heineken-Brewing a Better World continues to use manual systems internally, which leads to time ineffectiveness (Abratt & Bendixen, 2018).

The Heineken-Brewing a Better World has an organizational culture that is resistant to change and, as a result, exhibits slow adaptation to new trends.

The product design for the Heineken-Brewing a Better World’s offerings is imitative.

The Heineken-Brewing a Better World has undifferentiated products in its portfolio with respect to the competition (Phillips & Moutinho, 2018; Baines, Fill, & Rosengren, 2017).

Opportunities

The Heineken-Brewing a Better World has the opportunity to expand to developing and emerging economies.

The Heineken-Brewing a Better World can develop outsourcing partnerships to further maintain cost-effectiveness.

The Heineken-Brewing a Better World can also engage in green production and work towards environmental sustainability (Stead & Stead, 2014; Lasserre, 2017).

The Heineken-Brewing a Better World can also develop strategic partnerships and alliances to facilitate business growth and development.

Target niche markets, and develop new products.

The Heineken-Brewing a Better World can benefit from the evolving media trends for marketing purposes – including using social media content creation to target new consumer groups (Varadarajan, 2015; Wilson, 2018).

The Heineken-Brewing a Better World is facing high competition.

The Heineken-Brewing a Better World is also experiencing high imitation of its products.

The Heineken-Brewing a Better World faces threats from the increased price volatility of raw materials as well.

The unstable government and government policies are also a threat to the operations of the Heineken-Brewing a Better World- especially internationally.

Slow change adaptation may lead the Heineken-Brewing a Better World to become an industry laggard (Anthony, 2021; Abratt & Bendixen, 2018).

Marketing mix

The product offerings by the Heineken-Brewing a Better World maintain consistently high quality.

The Heineken-Brewing a Better World engages in brand-building activities to ensure that its product and service offerings are well received by the target audience (Chernev, 2018).

Brand-building activities build positive associations for Heineken-Brewing a Better World and lead to repeat purchases as well as high consumer loyalty.

Heineken-Brewing a Better World ensures that its products are available in different SKU sizes to cater to the needs of different groups within its target audience.

The Heineken-Brewing a Better World also offers a warranty for its products (Khan, 2014).

The Heineken-Brewing a Better World ensures competitive pricing in the industry among the high number of market players.

For new products, the Heineken-Brewing a Better World maintains an introductory pricing strategy to encourage trials and purchases (Kareh, 2018).

For its star products, the company maintains penetrative pricing strategies to allow maximum trial.

For mature products, the Heineken-Brewing a Better World engages in aggressive and competitive pricing.

The Heineken-Brewing a Better World offers regular discounts to appeal to consumers, clear stocks, as well as for increasing footfall (Išoraitė, 2016).

Heineken-Brewing a Better World ensures that all its product offerings are highly accessible.

The Heineken-Brewing a Better World places products in physical retail setups like supermarkets and hypermarkets.

The Heineken-Brewing a Better World also places products with e-tailers such as amazon so consumers can easily access the products (Iacobucci, 2021).

The Heineken-Brewing a Better World also has an online system on its website for managing orders placed directly with the company.

The Heineken-Brewing a Better World has a strong distribution network, as well as competent and quick consumer service. (Kareh, 2018; Abratt & Bendixen, 2018).

The Heineken-Brewing a Better World uses traditional promotional platforms of television to reach the masses with its product portfolio.

The Heineken-Brewing a Better World also engages in radio and print promotional activities and advertisements (Deepak & Jeyakumar, 2019).

The Heineken-Brewing a Better World also uses social media to reach out to its audiences and influence them.

The Heineken-Brewing a Better World has developed expertise in interesting and relevant content creation, which attracts its primary as well as secondary target consumer groups (De Mooij, 2019).

The Heineken-Brewing a Better World frequently uses influencers to create a positive buzz and hype regarding its products, as well as to ensure high reach.

All promotional content is integrated and uses emotional appeals to create a lasting relationship with the consumers (Chernev, 2018).

The Heineken-Brewing a Better World has a strong global presence and strong business development capabilities.

The Heineken-Brewing a Better World focuses on research and development internally to identify market gaps and demands.

The Heineken-Brewing a Better World makes use of AI in its production operations and marketing functions to increase cost efficiency as well as affectivity (Dimitrieska, Stankovska, & Efremova, 2018).

The Heineken-Brewing a Better World engages and invests in acquiring advanced and progressive technology for operational efficiency. (Joyce, 2022).

The Heineken-Brewing a Better World has a strong retail setup and a strong distribution network across the globe (Gillespie & Swan, 2021; Chernev, 2018).

The Heineken-Brewing a Better World has access to unique raw materials, which helps it maintain high quality as well as differentiation in its product offerings.

The Heineken-Brewing a Better World holds special patents and licenses for manufacturing processes, as well as for being able to manufacture off-site in other countries (Grewal & Levy, 2021).

The Heineken-Brewing a Better World undertakes and participates in sustainable and eco-friendly manufacturing processes.

The Heineken-Brewing a Better World has also developed a green packaging solution for its product offerings and portfolio (Gillespie & Swan, 2021).

The leadership within the Heineken-Brewing a Better World is visionary and charismatic.

The organizational culture within Heineken-Brewing a Better World is robust, innovative and creative.

The organizational culture is based on the unique values, and implementation of the same – including transparency, honesty, and commitment (Groucutt & Hopkins, 2015).

The human resource management policies within the Heineken-Brewing a Better World support employee development and engagement – leading to high employee satisfaction and high employee morale (Machado, 2019; Anthony, 2021).

The compensation framework within the Heineken-Brewing a Better World is advanced and focuses on extrinsic as well as intrinsic drivers for employee performance.

The Heineken-Brewing a Better World enjoys high brand equity based on consistently high deliverance of product quality (Hitt, Miller, Colella, & Triana, 2017; Grewal & Levy, 2021).

The technical infrastructure within the Heineken-Brewing a Better World comprises new and advanced technology as well as network development to support its operations (Griffin, 2021)

The Heineken-Brewing a Better World has access to advanced physical infrastructure as well which helps support its technical advancements, as well as its manufacturing and related operations (Valeri, 2021)

The international exposure that the Heineken-Brewing a Better World has received owing to its expansions has allowed it to develop and apply innovation as well as new knowledge for improving existing processes and schedules within the company (Hitt, Miller, Colella, & Triana, 2017; Abratt & Bendixen, 2018; Valeri, 2021).

Value chain

The core capabilities and strengths of the Heineken-Brewing a Better World have enabled it to overcome obstacles and challenges and achieve its strategic goals and targets.

The core strengths and competencies of Heineken-Brewing a Better World form an important part of the company’s value chain (Chernev, 2018; Anthony, 2021).

Primary activities

Heineken-Brewing a Better World works directly and owns part of its operations in the value chain.

The Heineken-Brewing a Better World also works through different third parties as well as contracts with other parties for managing operations in other countries (Anthony, 2021).

For inbound logistics, the Heineken-Brewing a Better World ensures that all raw materials are transferred to warehouses and manufacturing sites in a timely fashion using company-owned transportation.

The Heineken-Brewing a Better World manages its operations directly as well as through third parties.

The operations of the Heineken-Brewing a Better World are spanned in its hometown as well as conducted overseas at other locations (Deepak & Jeyakumar, 2019).

In offshore countries, the Heineken-Brewing a Better World manages operations through partners and agents – who look after distribution and marketing activities for the Heineken-Brewing a Better World.

The Heineken-Brewing a Better World engages in invested marketing activities – based on consumer and market research (Dimitrieska, Stankovska, & Efremova, 2018; Chernev, 2018).

The Heineken-Brewing a Better World also makes use of AI for its marketing and promotional activities.

The Heineken-Brewing a Better World regularly trains its employees to develop skills regarding consumer service.

The Heineken-Brewing a Better World has maintained strict policies regarding consumer service as well as ensuring high quality and increased customer satisfaction (Joyce, 2022).

Secondary activities

The Heineken-Brewing a Better World has a strong human resource management department, regulated by modern policies and practices.

The human resource management department at the Heineken-Brewing a Better World supports the organizational culture and the leadership through its various functions – such as hiring, training and compensation management (DuBrin, 2013).

The Heineken-Brewing a Better World makes use of advanced technology to support its operations and achieve strategic goals and targets (DuBrin, 2013; Joyce, 2022).

The advanced technology is acquired internationally (Iacobucci, 2021).

The Heineken-Brewing a Better World engages in regulated procurement with selected suppliers.

The Heineken-Brewing a Better World ensures its contracted suppliers provide consistently high-quality raw materials to maintain high quality for end consumers (Gillespie & Swan, 2021).

The Heineken-Brewing a Better World is used to resolve its managerial and strategic challenges using one of the following strategies.

The strategies recommended will allow the Heineken-Brewing a Better World to expand and develop, as well as manage its risks and challenges effectively.

Using these strategies, the Heineken-Brewing a Better World will also be able to remain competitive in the market.

Market development strategies

The Heineken-Brewing a Better World can engage in informative and emotional marketing to appeal to the target audience in the market and increase brand awareness.

The Heineken-Brewing a Better World can devise and run educational campaigns to help understand the importance of the product, and its need (Išoraitė, 2016).

The Heineken-Brewing a Better World can work with influencers and celebrities to help spread the message through social media as well as conventional media.

The Heineken-Brewing a Better World can use a team on the ground to interact with the target audience, brief them about the product and its benefits, and influence them positively towards purchase decisions. (Baines, Fill, & Rosengren, 2017).

Market penetration strategies

The Heineken-Brewing a Better World can increase its marketing spending and use emotional appeals to influence the target audience.

The marketing strategies should be focused on maximizing the reach of the brand's message and promise (Iacobucci, 2021).

The Heineken-Brewing a Better World is recommended to make its products accessible through an increased number of supermarkets and hypermarkets.

The Heineken-Brewing a Better World can also open its own retail setups to increase footfall and reach across different regions (Sahaf, 2019).

Product development strategies

The Heineken-Brewing a Better World is recommended to and can engage in market and consumer research for product development.

Encouraging innovation and discussion of new ideas within the Heineken-Brewing a Better World can also lead to rapid new product development (Varadarajan, 2015).

The Heineken-Brewing a Better World can also optimize the development of new products by making its manufacturing and testing processes more effective.

The Heineken-Brewing a Better World can also create innovation labs and labs for new product development and testing (Sahaf, 2019; Abratt & Bendixen, 2018).

Diversification strategies

The Heineken-Brewing a Better World can expand horizontally and add new product lines.

The Heineken-Brewing a Better World can also expand vertically and add new products to the existing product line

The diversification will allow the Heineken-Brewing a Better World to attract new consumer groups (De Mooij, 2019).

The diversification will also allow the Heineken-Brewing a Better World to increase its penetration and reach amongst existing consumers.

The Heineken-Brewing a Better World will be able to increase brand awareness through diversification as well (Iacobucci, 2021; Abratt & Bendixen, 2018).

The Heineken-Brewing a Better World needs to strategically align its resources for optimization and to achieve its strategic goals and targets. The Heineken-Brewing a Better World should continue to use its internal capabilities to realize new opportunities and for mitigating risks and weaknesses. In addition, the Heineken-Brewing a Better World should also make use of other strategic models to understand the managerial challenges that the organization faces and devise suitable strategies and actions for overcoming them. The leadership of the Heineken-Brewing a Better World will play a critical role in ensuring that the organization overcomes the challenges by focusing on the organizational culture and values, which will then impact the operations and performance at large.

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Buchanan, D., & Huczynski, A. (2019). Organizational behaviour. London: Pearson UK.

Chernev, A. (2018). Strategic marketing management. Berlin/Heidelberg, Germany: Cerebellum Press.

De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, California: Sage.

Deepak, R., & Jeyakumar, S. (2019). Marketing management. New Delhi, India: Educreation Publishing.

Dimitrieska, S., Stankovska, A., & Efremova, T. (2018). Artificial intelligence and marketing. Entrepreneurship, 6(2), 298-304.

DuBrin, A. (2013). Fundamentals of organizational behavior: An applied perspective. Amsterdam, Netherlands: Elsevier.

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Khan, M. (2014). The concept of ‘marketing mix’and its elements. International journal of information, business and management, 6(2), 95-107.

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Lasserre, P. (2017). Global strategic management. London: Macmillan International Higher Education.

Machado, C. (2019). Organizational Behaviour and Human Resource Management. Berlin: Springer.

Phillips, P., & Moutinho, L. (2018). Contemporary issues in strategic management. London: Routledge.

Sahaf, A. (2019). Strategic marketing: Making decisions for strategic advantage. New Delhi, India: PHI Learning Pvt. Ltd.

Stead, J., & Stead, W. (2014). Sustainable strategic management. London: Routledge.

Valeri, M. (2021). Organizational studies: implications for the strategic management. Berlin, Germany: Springer Nature.

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Wunder, T. (2019). Rethinking strategic management: Sustainable strategizing for positive impact. Berlin: Springer Nature.

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Heineken Case Analysis Harvard Case Solution & Analysis

Home >> Finance Case Studies Analysis >> Heineken Case Analysis

Heineken Case Analysis

Introduction:

The beer industry in the United States is known to be a major part of the country’s economy. The industry contributes millions of dollars and helps in increasing revenues in term of taxes and wages. The market for beer accounts for 50% in terms of total volumeof the total alcohol in the United States. The company was established in 1863 and became a world’s largest beer company by selling nearly 116.8 million barrels of beer. The prime reason for the company’s growth is its expansion in the international market. The company is heavily engaged in making its expansion to achieve overall growth in an international market. The company has successfully built large brands and productively achieve more than 170 regional, local and international and premium beer awards worldwide.

Problem Statement:

The basic problem faced by the company was related to declining market share in leading beer brands, the company is working hard to bring awareness about the brand internationally. Furthermore, the company is also facing problems with respect to its advertising on a global basis. Other than that, the company is at its maturity stage and moving towards declining phase as the competition, specifically global competition, has become tougher. Furthermore, the company is also facing issues related to culture whilst marketing on a global level.

International Operations of Heineken:

The company is a global giant and physically present in more than 170 countries in the world. The company has more than eighty brands. Imports in the United States include Lager, Amstel light, Special Dark and Buckler. In addition to that, the company has nearly more than 110 breweries in more than 50 states in the world and is engaged in exporting in almost all parts of the world. By the end of 1999, the company ranked inthe second number in terms of the total beer volume that was 91 millionhectoliters. The products of the company are always brewed in Holland and imported to the United States.

How would you characterize the pressures for customization and global integration in Heineken’s industry?

Customization is a process through which companies are engaged in delivering products and services after modifying it according to the market and customer needs and wants. The company is facing pressure from all over the world with respect to customization in the industry. In addition to that, it is aggressively engaged in the process of consolidation. Consolidation was based on mergers and acquisitions all around the world. Because of various mergers and acquisitions, the company went through with momentous changes in previous years. To become a major player in the global market, many companies including Heineken engaged in acquiring or merging with their competitors.

For more than six years in the past, U.S based Miller Brewing company was acquired by South African company. By the end of 2004, AmBev, a Brazilian company merged with Interbrew that is a Belgium brewing company. In addition to that, there were other companies as well who were using various strategies other than mergers and acquisitions to tap into thenew markets worldwide. Companies like Anheuser Bush expand itself through buying equity stakes. Along with that, the company strike by making partnerships with a Mexican company named as Grupo Molido. With the help of these mergers and partnerships, the company would successfully build their positive brand image and reputation across the world.

Furthermore, it gives them possession of local brands that are driving them to get a major position in the beer market globally. By using the global integration strategy, companies are achieving distribution and manufacturing capabilities that in turn aid them to use their brands worldwide.

Customization and global integration arenegatively related to eachother as customization is a process of inventing a new product according to the needs of a new market. On the other hand, global integration is based on globalization that is keeping the products and advertising message the same. Heineken can do customization on a local level and go for standardization when going global.

The company can go toa certain route in order to make the brand recognized worldwide. First, the company needs to make a strategic plan for itsbrands, according to the market i.e. local versus global. After that, the management of the company needs to make themselves engaged in the process of negotiations to build agreements with the partners from all over the world. In addition to that, the company can go for media buys as a part of the company’s long-term brand strategic planning. For global integration, the company can go for agency resources with respect to the development of the company.

In addition to that, the company can make benefits from customization through increasing traffic and as a result, decrease costs and increase profits as well. With the help of customization, companies can go for differentiation...............

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HEINEKEN revolutionizes employee experience and collaboration with a hybrid workplace model.

HEINEKEN Kraków   

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HEINEKEN revolutionizes employee experience and collaboration with a hybrid workplace model

The decision to move their financial and operational shared services centers to a new office in Poland provided HEINEKEN with the opportunity to consider the best approach to their campus network needs, leveraging software-defined infrastructure and a hybrid collaboration solution. Looking to provide employees with a modern environment which would serve as a showcase for all HEINEKEN offices, HEINEKEN moved their internal contact center to the cloud and delivered a collaboration platform which improved employees’ work-life balance.

Client profile

HEINEKEN has a history stretching more than 150 years from its founding in Amsterdam. Today they have the largest global brewery presence in the world, and are an industry leader serving the diverse regions they operate in.

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Simplifying operations and collaboration with a hybrid workplace model

With the opportunity to focus on a hybrid workplace model at a new office in Poland, HEINEKEN wanted to provide their employees with the right infrastructure and environments for optimal collaboration. This would improve their employees’ work-life balance and enable a smooth, efficient collaboration platform regardless of where employees physically worked from.

They wanted to enable a hybrid working environment allowing for their employees to work from their offices at least one day a week. One of HEINEKEN’s goals in modernizing the Poland office was to meet the requirements of a hybrid workplace and be able to attract talented, skilled people from across Europe.

“When designing our new office, we thought about our tasks and the needs of current and future employees. We took into account how the world is changing. As a result, we have created a modern and flexible space which you want to work from and where you can collaborate comfortably and creatively,” says Ewa Szalewska, Head of People Function, HEINEKEN.

Another consideration was a relatively small in-house IT team, and a call to move infrastructure management to a managed services model to allow the HEINEKEN IT team to focus on internal services.

With Poland growing into an IT skills and infrastructure hub, HEINEKEN had also decided to move their financial and operations services to the new offices located in Poland while providing an enhanced, modern experience for employees and customers alike.

“When designing our new office, we thought about our tasks and the needs of current and future employees. We took into account how the world is changing. As a result, we have created a modern and flexible space which you want to work from and where you can collaborate comfortably and creatively.”

Transformation, revolutionizing the heineken experience.

Working with HEINEKEN, we ran a survey to ensure we understood the wireless connectivity requirements of the employees and developed a single integrated policy for both wired and wireless access on-site. This ensures that Wi-Fi coverage fits the employee’s needs.

HEINEKEN had specified their preference to move their LAN infrastructure to a managed service model, resulting in the implementation of software-defined infrastructure at the new office. This made it possible to implement microsegmentation and ensure full visibility of all endpoint connections on the network. By including Cisco Secure Network Analytics and Cisco Identity Services Engine, we’re able to monitor and identify any unexpected network traffic, enabling swift action if a security threat is uncovered.

The new managed LAN solution provides the foundation for their suite of modern collaboration services which enables employees to improve their work-life balance by creating new hybrid working options. Employees have the option to work from home, and should they need or want to go to the office, they can book a desk and parking space, and even select a desk close to the team they need to collaborate with while in the office.

We further modernized HEINEKEN’s largest conference room on-site, leveraging Logitech interfaces and LG screens to deliver an enhanced HEINEKEN Experience for visitors and employees.

“We needed support in designing the best solutions and choosing the technology. We trusted NTT because of their extensive capabilities and numerous partners. We appreciate the dedication and personal commitment of the NTT team, who coordinated many implementations in a very short time.”

Partnering for simplified collaboration and operations.

Building on an established relationship, we were further able to build on our partnership with HEINEKEN by providing them with a single point of contact across their managed LAN infrastructure, collaboration and cloud solutions.

“We needed support in designing the best solutions and choosing the technology. We trusted NTT because of their extensive capabilities and numerous partners. We appreciate the dedication and personal commitment of the NTT team, who coordinated many implementations in a very short time,” says Paweł Miodek, D&T Service Delivery Manager, HEINEKEN.

Delivering the solutions in local languages was very important to HEINEKEN. By combining our global resources with our local employee expertise, we delivered an enhanced solution to HEINEKEN which met their local language and technology solution needs.

With employees equipped with the tools to perform their work wherever they may be, or book a desk and parking space if they prefer to go into the office, our customizable operations and collaboration solutions enable better work-life balance, leading to a productive, happy workforce.

Close enough to deliver services without being commercially unsustainable, Poland is set to grow as an IT hub with attractive options for other European countries looking for high-quality services without needing to stay within the euro-zone. HEINEKEN’s small in-house IT team is supported by our local and global employees, delivering secure, reliable services across both infrastructure, cloud and collaboration environments.

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Spirits Case Study

Heineken Drives 6.2x ROI for James Bond Spectre Campaign with InMarket

Ihe shopper marketing practice at Heineken was looking at new ways to reach, engage and convert consumers at the moment of purchase in-store. Knowing that the millennial shopper skews heavily to mobile usage, especially when preparing to shop or in-store, Heineken identified beacon proximity technology as a scalable option to reach these shoppers through their mobile devices. The global brand tapped InMarket — which operates the world’s largest and most precise beacon proximity platform — as its solution provider.

InMarket took Heineken’s existing creative for the James Bond Spectre campaign and ampli ed it via mobile to a massive audience of over 42MM per month across the U.S. The beacon proximity program was 100% turnkey for Heineken, as they did not have to worry about procuring hardware, fostering retail partnerships or building app scale.

By targeting key mobile moments throughout the path to purchase — and by creating new, authentic mobile moments in the store — Heineken and InMarket were able to drive shoppers into real-world stores, into the beer aisle and nally to in uence the purchase decision at the bottom of the funnel.

Out of Store Solution:  Preceptivity

Using 1st party location data, InMarket is able to understand people’s shopping habits and patterns, enabling brands to predictively reach shoppers via mobile in the days leading up to their next store visit. InMarket’s Preceptivity also eliminates wasted impressions by no longer delivering a message once a shopper visits a store.  

Heineken used Preceptivity to drive brand awareness and pre purchase consideration by reaching shoppers only during the times they were most receptive to receiving Heineken’s brand messaging.

In-Store Solution:  Moments

Upon entering a store, engagements were deployed to initiate the mobile moment, native, in-app engagements designed to remind the shopper of the Heineken brand.

In-Store Solution: Moments InHand

InMarket also drove rewards-seeking shoppers to pick up Heineken Spectre products off the shelf and experience the brand with their own hands.

InMarket increased purchase intent by 7.0x for Heineken, delivering over 200,000 in-store, point-of-sale engagements and over 700,000 brand impressions in a period of 60 days.

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A sustainable solution for urban transport using photovoltaic electric vehicle charging stations: a case study of the city of hail in saudi arabia.

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Al-fouzan, A.A.; Almasri, R.A. A Sustainable Solution for Urban Transport Using Photovoltaic Electric Vehicle Charging Stations: A Case Study of the City of Hail in Saudi Arabia. Appl. Sci. 2024 , 14 , 5422. https://doi.org/10.3390/app14135422

Al-fouzan AA, Almasri RA. A Sustainable Solution for Urban Transport Using Photovoltaic Electric Vehicle Charging Stations: A Case Study of the City of Hail in Saudi Arabia. Applied Sciences . 2024; 14(13):5422. https://doi.org/10.3390/app14135422

Al-fouzan, Abdulmohsen A., and Radwan A. Almasri. 2024. "A Sustainable Solution for Urban Transport Using Photovoltaic Electric Vehicle Charging Stations: A Case Study of the City of Hail in Saudi Arabia" Applied Sciences 14, no. 13: 5422. https://doi.org/10.3390/app14135422

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Telefónica Tech and IBM Sign a New Collaboration Agreement to Drive the Development of AI, Analytics and Data Management Solutions for Enterprises

MADRID , June 18, 2024 / PRNewswire / -- Telefónica Tech and IBM (NYSE: IBM ) today announced a new collaboration agreement to drive the deployment of Artificial Intelligence (AI), analytics and data governance solutions and respond to the constant and dynamically evolving needs of enterprises. The agreement, initially limited to Spain , establishes a framework of collaboration between the two companies to help their customers deal with the complexity of managing new technologies in a heterogeneous and changing environment and to extract the full value of these technologies in their business processes.

According to findings in IBM Global AI Adoption Index study , almost half of the companies in Spain that are already working with AI claim that they have accelerated their investments in this technology in the last 24 months. This highlights the need to provide the business landscape with tools and solutions that drive their digital transformation journeys, in which AI plays a prominent role.

Through this new collaboration, the companies will work together on the development and deployment of an open, hybrid and multi-cloud platform, specializing in data management and AI to facilitate and accelerate business initiatives for customers, a use case office, demonstrations and development of MVPs; and the implementation of resources, training and certifications. Last year IBM launched the watsonx AI and Data platform, which will be at the heart of the collaboration agreement.

Elena Gil Lizasoain , director of the Artificial Intelligence and Data business unit at Telefónica Tech, said: "This new collaboration with IBM will help drive the many benefits of Artificial Intelligence, traditional and generative, and proper data management in the business world. By combining the knowledge of both teams, we will continue to advance in the construction of use cases aimed at creating more efficient and sustainable businesses."

Adolfo Hernández Pulido Technology Managing Director for Telefónica at IBM added: "This collaboration is another step in our long history of working with Telefónica Tech. Together, we are accelerating the digital transformation of the Spanish business community, enabling the development of innovative technology solutions that will help companies adapt to the AI era. Analytics, data governance and the correct deployment of AI are key elements for today's business success, and we both share the commitment to help businesses achieve it."

Technology and co-creation to provide answers to real business needs

Telefónica Tech and IBM will launch a use case office, made up of highly qualified professionals from both companies, to promote and coordinate the definition and development of use cases, proofs of concept, and MVPs to accelerate business development and further showcase the value available to clients through the use of these technologies.

IBM Client Engineering, the IBM team that helps solve business challenges through co-creation and innovative work with experts, will play an important role in the use case office, as will the Telefónica Tech professionals who brings extensive technical knowledge and experience in the implementation of AI in the business sector.

The collaboration is already providing generative AI solutions to its customers that include code generation for IT applications, automation of processes and incidents, cognitive assistants in industrial operations, advice and customer service, analytics, processing and management of audiovisual content and text documents.

IBM and Telefónica Tech have a strong history of collaboration that includes hybrid cloud-based solutions, such as TROS, Telefónica Tech's multi-cloud service based on RedHat OpenShift; integrated AI for the creation of virtual assistants to improve customer service; and optimized supply chain management to increase the traceability of business assets with blockchain. This joint effort is the next step in the fruitful relationship in which both companies continue to drive innovation and digital business transformation through the implementation of cutting-edge technologies.

SHARK.X, the new platform to drive end-to-end AI deployment

SHARK.X, a new and innovative open, hybrid and multi-cloud platform that hosts different IBM hardware and software components, with access to IBM Cloud and other clouds, where the native hyperconverged IBM Storage Fusion HCI infrastructure for running enterprise applications stands out, will be deployed in Telefónica Tech's La Cabina facility, which is Telefónica's technological inspiration centre for the digital transformation of companies and public administrations.

Telefónica Tech will provide specialized professional services to define the most appropriate deployment architecture for each customer and integrate the solution into their environment, as well as ingest data from different sources and develop artificial intelligence use cases aimed at addressing their business priorities. It will also provide advice in the field of data governance and artificial intelligence models and in the field of regulatory and ethical compliance, which is especially relevant with the new regulations approved in the European Union.

At the software level, SHARK.X will include several IBM technologies that will cover the entire value chain associated with enterprise data management, analytics and management of enterprise data. SHARK.X will host IBM Cloud Pak for Data to enable data collection, organization, analysis and governance; it will include the IBM watsonx AI and Data platform to build, deploy and scale AI applications in a simple, secured and governed way; as well as Cognos and Planning Analytics, which enables collaborative business intelligence, planning and reporting solutions.

With these capabilities, the SHARK.X platform will address both traditional and generative AI initiatives and address end-to-end data governance and management while providing a Lakehouse as a robust enterprise data management solution, helping address data security and protection, and delivering business intelligence, planning, optimization and reporting.

About Telefónica Tech Telefónica Tech is the leading company in digital transformation. The company offers a wide range of services and integrated technological solutions in Cybersecurity, Cloud, IoT, Big Data and Blockchain. For more information, please visit: https://telefonicatech.com

About IBM  IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. More than 4,000 government and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.

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• IBM-Telefonica-Tech

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• Hybrid cloud
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