12-22. Identify at least five products or brands that probably could not use that strategy. Develop a
Question:
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.
Step by Step Answer:
International Business A Managerial Perspective
ISBN: 9781292018218
8th Global Edition
Authors: Ricky W. Griffin, Michael Pustay