OVERVIEW OF HEINEKEN
Heineken is one of the world’s leading brewing companies in terms of profit and sales volume. The company has also the widest presence among all international brewing companies. This is made possible through a positioning strategy of global networking of breweries and distributors.
In terms of volume, Heineken is the largest beverage and brewer distributor in Europe. The company also balances stable and profitable markets in Europe and North America. In recent years, Heineken has initiated efforts to solidify its presence in the Asia Pacific Region through the acquisitions of beer markets in China and Russia.
The Heineken brand is one of the world’s most valuable international premium beer brand. Heineken uses the name of both the company and its mainstream beer label, and this strategy has allowed the company to pursue an integrated marketing approach directly related to the company name.
Heineken, as a leader in their industry, has implemented various strategies to fully adapt to the need to go global. However, it is more important for Heineken to implement a more sober approach to maintain consumer loyalty with their local brands. This is primarily due to the consolidation and globalization that are taking place across most industries, including the brewing industry.
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