P/B/275. Dissertation. The strategy of Heineken

In this paper Heineken is taken into scrutiny over the last ten years. This is made by describing the global strategy of the company through six stages: first, Heineken in general is described. Next, product and innovations are presented by means of the marketing tools (segmentation and branding). Third, international markets, marketing and sales strategies are analyzed. Three main global brands within different segments, such as: the premium segment (Heineken), the standard segment (Amstel) and the specialty segment (Murphy's) are taken into examine. Then, overview of Heineken's global brands is performed. Afterwards, production units and logistics (supply chain, operational planning system (HOPS)) are discussed. Fifths, Heineken's corporate culture and personnel profiles are analyzed by means of the management standard frameworks. At the final, sixths stage, a financial performance of the company is evaluated through the financial statements analysis. At the end of each stage a short conclusion is given, and a final conclusion in the end of the project highlights the Heineken's global strategy in terms of results and future prospects.