Heineken Case Analysis Essay

1696 Words Feb 23rd, 2015 7 Pages
International Case Analysis – Heineken Ronald J. McIntosh MG 495 Strategic Management - Winter 2014 City University of Seattle

Abstract

Heineken begins it story as a company in 1864 when its founder, Gerard Adrian

Heineken purchased a small brewery in Amsterdam, Netherlands. Since that time, multiple

generations have expanded the Heineken brand to be the third largest brewer in

Europe and expanded its branding reach globally. The company’s portfolio includes 170

international premium, regional, local and specialty beers to
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Needless to say, the translation of the campaign

into the foreign language is of the upmost importance.

There are English words that do not have corresponding or associated words in most

foreign languages and in here lies the challenge in communicating the right message.

These words have different emotional meaning than the same words in the other language.

A marketing or branding message that the advertising campaign is based on might be

“lost in translation” and deliver a different meaning or unwanted effect.

“Slang” words that are used in American ads might be very hard or impossible to translate

into a foreign language because they do not mean the same thing or don’t exist at all in

another language. For example, Budweiser launched a very successful “What’s up”

campaign. If Heineken used that’s same campaign theme, it would have delivered negative

results globally.

External Legal and Political Factors There are a number of multiple regulations and laws affecting the beverage alcohol industry. In the United States, the alcohol industry imposes various federal and state government regulations. Alcoholic beverages in general face national import and excise duty taxes as well as in the global marketplace. Further, the industry is subject to

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