12-21. Identify at least five products or brands you are familiar with that could use the same...

Question:

12-21. Identify at least five products or brands you are familiar with that could use the same three-step approach perfected by Heineken for entering foreign markets. Develop a clear rationale to support each example. Heineken is the third-largest brewer in the world, with sales of €18.4 billion. Eighty percent of these sales occur outside Western Europe, the regional home of the Amsterdamheadquartered firm. When Heineken enters a new market, it follows a basic set of steps designed to maximize its potential profits in that market:

• It often begins to export its beer into that market as a way to boost brand familiarity and image.

• If sales look promising, it then licenses its brands to a local brewer. Doing this allows Heineken to build its sales further while simultaneously becoming more familiar with local distribution networks.

Fantastic news! We've Found the answer you've been seeking!

Step by Step Answer:

Related Book For  book-img-for-question

International Business A Managerial Perspective

ISBN: 9781292018218

8th Global Edition

Authors: Ricky W. Griffin, Michael Pustay

Question Posted: