12-22. Identify at least five products or brands that probably could not use that strategy. Develop a

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12-22. Identify at least five products or brands that probably could not use that strategy. 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.

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International Business A Managerial Perspective

ISBN: 9781292018218

8th Global Edition

Authors: Ricky W. Griffin, Michael Pustay

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