This is a sales proposal written for Heineken on how they should enter the South-African. What we researched is: How can Heineken enhance its sales by expanding its market share to new consumer markets in South-Africa?
During reading this sales proposal, you can find the current situation of Heineken, an internal analysis, external analysis, a SWOT analysis, information about how Heineken should enter new markets, and as last the sales proposal itself. Within these chapters you will see that Heineken offers a good product of high quality for a reasonable price.
At some point in the sales proposal you will find out that Heineken has still a lot markets where it can grow in. Although their market position is worldwide very strong, there are some weak consumer markets. Those weak consumer markets are not specific entire countries, but merely results from external factors. Many of the external factors are the outcome from the economical crisis which has a great impact on the life of beer consuming people. Because of the importance of this factor, it will be widely conducted in our report.
[...] Heineken created a new variant of managening their business. In this variant, management positions have to take care of five different operating systems and nine different functional areas. In this new way, it is necessary to take more risk which make employees more connected with their employer. Technological development. With its very own technology centre, Heineken has a very large advantage on other beer breweries/companies. In this centre, Heineken is able to develop the newest technology in creating new ways to produce beers, new shipping ways and so on. [...]
[...] Heineken noticed this, and started more promoting in the southern part of the U.S. and in Mexico. Not only the switch to the Hispanic people but also the switch to Asia is Heineken's goal. If Heineken manages to obtain a high market share in countries such as India, Russia and China, their market share will increase enormously. In my own experience Heineken is doing a good job in increasing their market share in Asia. More and more people are coming to the Heineken Experience these days and not just the normal Brazilians and Italians. [...]
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