Managing the Customer Experiences Essay

1267 Words Apr 15th, 2014 6 Pages
BU1006 Managing the Customer Experience

HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular
…show more content…
This will lead to an excess of goods of the Heineken company. Another drawback is that the Heineken company has too many factories around the world, thus it is very hard to control all of the factories. Therefore, the quality of Heineken beer when entering market does not guarantee. For example, in the past Heineken was the first choice of consumer in Vietnam. However, recent years the flavor of this beer has changed significantly, hence customers tend to buy other beer brands. As a result, the Heineken beer consumption in Vietnam decreased remarkably. In the fiercely competitive market and the explosion of many brewers today, the Heineken company should have strategies properly in manufacturing and selling beer to be able to exist in this industry. Heineken should intensify the international marketing such as sponsoring for entertainment activities in the world. This strategy will bring positive impacts on Heineken brand name in beer market. This idea is from Modify technique in SCAMPER. Heineken was successful with marketing strategy through sponsoring for recreational activities, therefore company should continue to pursue this strategy. Furthermore, Heineken should reduce the amount of beer imported into in countries where people tend to use local goods and increase beer in the potential market. This will help company to balance production and consumption. In addition, basing on the Substitute technique, Heineken should have changes in their

Related Documents