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The marketing strategy and business model of Heineken

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CSW COLLEGE

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documents in English
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case study
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6 pages
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  1. Introduction
  2. Competitive pressures facing the international beer industry
    1. Critical factors for Heineken's success
    2. Competencies and competitive advantages of Heineken
    3. Current international strategy and recommendations

Heineken was founded in 1863 in Amsterdam by a man named Gerard A. Heineken. While the Dutch brewing business was in decline, Heineken purchased a brewery for an excellent price and, as a result of the high quality products he produced, eventually received international acclaim for the Heineken brand (www.heinekeninternational.com). Today, almost 140 years after initially starting the company, Heineken is still based in Amsterdam and continues to do exceedingly well as one of the most popular and well-recognized international beers. By constantly expanding into new markets, acquiring new breweries, and ensuring that the Heineken quality remains excellent, the company is able to continue to gain market share and expand into new countries.

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