12-23. Randomly list the 10 examples you identified, keeping the rationale for each hidden. Exchange lists with another group. Each group should discuss the list given to it by the other group and classify the various products or brands into one of two categories:

“can copy Heineken’s approach” and “cannot copy Heineken’s approach.” Be sure to have some rationale for your decision. 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.