What are Heineken’s strengths and weaknesses?
The company presents a global approach but a local thinking manifesting itself through a different brand
perception depending on the market.
Strengths:
– Uniqueness of taste
– World’s second largest manufacturing plant
– Fast growth in the industry
– Established premium brand image
– Strong and diverse brand portfolio
– Large scale
Weaknesses:
– Differences between brand image and positioning in various parts of the world
– Lack of worldwide advertising campaigns
– No strong customer loyalty and customer base tending to switch brands
– Decrease in the volume of the sales
What has been learned from research?
–Project Comet:
oGlobal brand identity
o“Good taste” image
–Project Mosa:
