Index of Content
In the following report we are going to describe and analyze Heineken’s Business-to-Business market. At first we take a look at the market of Heineken, especially at the market size and segmentation as well as at the decision making unit (DMU).
Then we will focus on the market research by defining which kind of market research Heineken is conducting and by formulating the research questions.
Finally, we are taking a close look at Heineken’s marketing mix, which consists of the four P’s (Product, Price, Place, Promotion).
2.1 Market Size
Behind InBev (Belgium) and Anheuser-Busch (USA/London) Heineken is the third top-selling beer company worldwide. With a total production of 139 million hectolitres of the beer in 2007, Heineken made a turnover of 12.6 Billion €.
The major competitors of Heineken are Carlsberg and SABMiller.
As the world’s most international brewery, Heineken sells different brands like Amstel (the Netherlands), Birra Moretti (Italy), Cruzcampo (Spain) and Murphys (Ireland).
2.2 Market Segmentation
In general, Heineken is part of the market of beverages. Therein, Heineken competes on the market of alcoholic beverages and is further segmented on the beer market.
By selling different brands and versions of beer, Heineken is segmented by the geographic segmentation criteria.
As already mentioned, Heineken has other different brands of beer in different parts of the world. These are, for example, Amstel in the Netherlands, Birra Moretti in Italy, Cruzcampo in Spain and Murphys in Ireland.
In addition to brands, the company offers 170 international, regional and specialty beers, which are, for example, Murphy’s Irish Red, which is sold in Europe; Tiger, sold in Asia and Bochkarov (published in Russia).
Moreover Heineken is offering its products in different bin, like bottles and tins.
Heineken is mostly focused on the original Heineken beer, which...