Heineken managers are assessing the outcomes of the research tasks planned to ascertain the values of the Heineken brand and to transform these into influential advertising communication.
1. What are Heineken’s strengths and weaknesses? Is Heineken a global brand?
2. Evaluate the research. What has been learned? How can Heineken brand be developed through marketing communications?
3. What should be the role of Heineken’s headquarters in shaping the marketing of the brand worldwide?
4. “Managing in a Borderless World” and “Do You Really Have a Global Strategy?”