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Essay Details:
Essay text:
When coming up with a strategy Heineken needed to
identify not only its strengths, but needed to identify its weaknesses, which is not an easy task for
a company to do. In addition, it had to identify any new opportunities in the market and the
threats from innovative competitors. In order to do all of this Heineken tried a few different
projects in the early 1990's that provided them insight into the consumer market, as well as told
them a lot about themselves and how successful they could be. The target end result was for
Heineken to overcome its competitors, like Budweiser and Samuel Adams, and be the #1
preferred beer in the international market, while still being profitable and maintaining their
identity and message...
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