555 International marketing Heinken

International Marketing Prepared By: Hasen Ali Student ID: 12468 Submission Date: 10-11-2014

Contents…………………………………………………………………………………………..2
Introduction………………………………………………………………………………………. 3
Market Entry Strategies……………………………………………………………………….......3
Background of Heineken International………………………………………………………........4
Part 1: International marketing mix Strategies…………………………………………………...4
Standardization by Heineken……………………………………………………………………...5 Summary of market mix strategies………………………………………………………. 7
Part 2: Internationalization Process Theory…………………………………………………........8 Heineken’s Internationalization……………………………………………………….......9
Conclusion………………………………………………………………………………………..9
Bibliography……………………………………………………………………………………..10
Introduction
Increased global competition due to the liberalization of the trade policy, ease in monetary exchange process and rise in the regional economic cooperation has been witnessed at the international level. With these dynamics and a highly vibrant business environment, multinationals have to come with marketing strategies that will help them operate in new expanded markets. International marketing means that the multinationals need to come up with marketing means independently as if they are local companies with minimal coordination or supervision from the parent company. This is in order to meet local consumer needs but at the same time not diluting a brand’s international standards (Yip G., 2002). This paper looks at Heineken and the international marketing and entry strategies it has used in the global alcoholic industry.
Market Entry Strategies
Firms go international for a number of reasons but the ultimate goal is growth and expansion of the business. Foreign market entry strategies differ depending on the degree of risk they present, the control and commitment of resources they require and the return on investment they

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