Heineken Micro, Macro Force, Consumer Behaviour
Introduction
Heineken was first brewed in 1864 at Amsterdam by Gerard Adriaan Heineken. Till today, after 146 years of development, the Heineken brand has become the most valuable international premium beer brand. Available in almost every country on the planet, Heineken is one of the world’s leading international brewers, producing more than 200 different brands and employing more than 75,000 people worldwide.
“Our journey is summarized by 'Brewing a Better Future' that reflects our intent, our values, our heritage and the plans we have put in place for our business.” (From http://www.heinekeninternational.com)
The statement above reflects the overall marketing strategy of Heineken. Heineken aims to balance the financial sustainability with playing a role in society and to make positive long-terms commitments to investments in the environment, communities, people and partnerships. I. Marketing Environment
This is the cluster of outside factors that affects on an organization’s relationship with its targeted market. It includes microenvironment – features related to the company that affect its ability to serve the customer (the company, supplier, intermediaries, customers, competitors, publics); and macroenvironment – larger forces that have influences the microenvironment (demographic, economic, natural, technological, political, cultural). 1. Microenvironmental Force
Among the six factors, competitors would be the most suitable to present the impact of microenvironmental forces on Heineken’s marketing activities. Competitors are those who serve the same target market with identical categories of products and services that are considered as reasonable substitutes by consumers. In today’s competitive market, if a company fails to satisfy its customers while its competitors are able to do so; its business is inevitably willing to have big lost. Hence, it is a survival issue to a company to find its owned sustainable strategy.
Singapore's market provides a
Heineken was first brewed in 1864 at Amsterdam by Gerard Adriaan Heineken. Till today, after 146 years of development, the Heineken brand has become the most valuable international premium beer brand. Available in almost every country on the planet, Heineken is one of the world’s leading international brewers, producing more than 200 different brands and employing more than 75,000 people worldwide.
“Our journey is summarized by 'Brewing a Better Future' that reflects our intent, our values, our heritage and the plans we have put in place for our business.” (From http://www.heinekeninternational.com)
The statement above reflects the overall marketing strategy of Heineken. Heineken aims to balance the financial sustainability with playing a role in society and to make positive long-terms commitments to investments in the environment, communities, people and partnerships. I. Marketing Environment
This is the cluster of outside factors that affects on an organization’s relationship with its targeted market. It includes microenvironment – features related to the company that affect its ability to serve the customer (the company, supplier, intermediaries, customers, competitors, publics); and macroenvironment – larger forces that have influences the microenvironment (demographic, economic, natural, technological, political, cultural). 1. Microenvironmental Force
Among the six factors, competitors would be the most suitable to present the impact of microenvironmental forces on Heineken’s marketing activities. Competitors are those who serve the same target market with identical categories of products and services that are considered as reasonable substitutes by consumers. In today’s competitive market, if a company fails to satisfy its customers while its competitors are able to do so; its business is inevitably willing to have big lost. Hence, it is a survival issue to a company to find its owned sustainable strategy.
Singapore's market provides a
References: • http://www.heinekeninternational.com/sustainability_introduction.aspx • http://www.heinekeninternational.com/sustainability_strategy.aspx • http://www.heinekeninternational.com/responsible+marketing1.aspx • Armstrong, Gary, and Philip Kotler. Marketing: An Introduction (9th Edition) (MyMarketingLab Series). 9 ed. Alexandria, VA: Prentice Hall, 2008. Print.