Grolsch Case Study
* The company has more stability and independence to grow steadily as it is family controlled business. * Enters new market through acquiring locally established companies. * Use experts and new technologies. * Leader in the European brewery business. * Strong brands: Heineken and Amstel. * Strengthens local companies by transferring expertise and technology. * Economies of scale for Heineken and the local beers.
* Lacking experts in top level as whole business is controlled by family members who may not have in-depth knowledge. * Price increase of packaging. Heineken complained of an 11 per cent rise in packaging costs in 2006. * Lack of innovation to meet consumers needs (changing tastes - flavoured beer)
Grolsch (The Netherlands)
* It has huge export business where half of its sale comes from overseas. * Innovation and branding are core strategy. * Centralization of production helps to improve efficiency and volume. * Manufacturer of flavoured beers.
* Lack of proper marketing strategy in the local