Marketing and Heineken - 959 Words

a Heineken Case Study Questions Put yourself in the role of the Global VP of Marketing at Heineken. You have different marketing teams evaluating the Heineken’s global brand positioning. Your objective is to recommend to the CEO how you should proceed with your global brand efforts. 1. What are Heineken’s strengths and weaknesses? Is Heineken a global brand? Why or why not? What are the characteristics of a global brand? What competitive and cultural barriers does the Heineken brand face? A global brand is one which customizes product features and selling techniques to local tastes so that consumers in different locations and under different socio-cultural constructs (or, in this case, also under different development†¦show more content†¦5. What should be the role of Heineken headquarters regarding the marketing of the brand worldwide? What’s the balance of central or local control that makes the most sense? There should be some standardization of imagery, consistency of look feel of media, and of brand feeling/personality in the overall message. However, there should be local autonomy in customizing slogans, catchy phrases/print materials, promos etc. based on what makes sense to the local culture and at that phase of their â€Å"evolution.† 6. What do you recommend to your CEO about standardizing the brand’s global image? Do you have enough information? If not, what are you missing to provide a concrete recommendation? Contradictory enough, standardization of the brand’s global image needs to be accomplished via the localization / customization of the bigger broader principal concept/image/feeling/personality. Once established that Heineken stands for ABC (#4 above,) the way to get the message across in the different markets will differ. Consumers in the Netherlands respond differently to those in Germany, let alone to those in Africa. However, we’re missing key info about each region’s â€Å"valuation† of beer consumption as compared to other things/activities/likes-dislikes. OtherShow MoreRelatedMarketing and Heineken1642 Words   |  7 PagesWhat are Heineken s strengths and weaknesses? The major strengths and weaknesses of Heineken are as follows: Strengths: The taste of Heineken beer is unique. The yeast that is used to make Heineken beer till today was developed in 1886. So the taste and uniqueness of it has been there for a hundred years. Heineken is the world’s second largest beer manufacturer. They produce 5.6 billion ltrs of beer each year. Second only to Anheuser-Busch who produce 10 billionRead MoreMarketing Paper Heineken4850 Words   |  20 PagesThe company Heineken is a Dutch beer brewery company, which was founded in 1863, when Gerard Adriaan Heineken bought a small brewery in Amsterdam called â€Å"The Haystack†. In 1900 the company came up with it nowadays famous five-point star. In 1914 the company began expanding, starting with the production of their own bottled beers. By 1914 the company was one of the most loved import beers in the United States. From around 1948 Heineken began promoting their beer on a large scale. With slogans asRead MoreEssay on Heineken Marketing Report 20094988 Words   |  20 Pages[pic] Marketing 100 Andrei Catrinici Term paper Prof. J.Goldstein I - Intro on company History of the company II - Environmental Analysis   Ã‚   1 - Economic forces   Ã‚   2 - Political Legal forces   Ã‚   3 - Demand   Ã‚         a)Total size of market   Ã‚         b)Market share   Ã‚         c)Characteristics of demand   Ã‚               1-When   Ã‚               2-where   Ã‚               3-how often costumers buy   Ã‚  Read MoreMarketing Analysis : Heineken s Global Strategy1447 Words   |  6 PagesHeineken, the 150-year-old Dutch company, one of the world’s most recognised brewers has employed different ways of digital marketing to reach its target audience. Through their website-heineken.com they have a big opportunity to communicate with the public on issues for example the different beer brands, share a company information, such as financial statements, history, awards, etc. A strong social strategy is an important part of the Heineken’s digital marketing and Jeremy Brook, Heineken’s GlobalRead MoreHeineken Brand: A Case Study1317 Words   |  5 Pagesbrand? In my opinion, Heineken’s brand focuses premium quality and tradition. In addition, Heineken places a great deal of significance on the consumer’s experience in relation to social events and gatherings. Rather than relying on the pure taste and overall quality of their beer, Heineken emphasizes the symbiotic relationship between the iconic beer itself and the beer’s sentimental effect. The Heineken brand upholds its traditions and ideals due to its long and sustained position within the beerRead MoreHeineken Case Analysis1700 Words   |  7 PagesInternational Case Analysis – Heineken Ronald J. McIntosh MG 495 Strategic Management - Winter 2014 City University of Seattle Abstract Heineken begins it story as a company in 1864 when its founder, Gerard Adrian Heineken purchased a small brewery in Amsterdam, Netherlands. Since that time, multiple Read MoreHeineken Micro, Macro Force, Consumer Behaviour1505 Words   |  7 PagesIntroduction Heineken was first brewed in 1864 at Amsterdam by Gerard Adriaan Heineken. Till today, after 146 years of development, the Heineken brand has become the most valuable international premium beer brand. Available in almost every country on the planet, Heineken is one of the world’s leading international brewers, producing more than 200 different brands and employing more than 75,000 people worldwide. â€Å"Our journey is summarized by Brewing a Better Future that reflects our intent, ourRead MoreMarketing Beer1075 Words   |  5 Pagesbusiness opportunities for premium beers with low alcohol content. The report also provides a high level summary of how beer companies can incorporate perceptual maps when devising their marketing strategy and implications that a perceptual map has for marketing managers. Perceptual maps can be used by marketing managers to determine where consumer’s view their brand of beer to be positioned relative to its competitors. It is a useful tool to identify direct competitors and potential niche opportunitiesRead MoreBrand Comparisons on Carlsberg and Heineken1181 Words   |  5 PagesBrand Comparisons on Carlsberg and Heineken A Brief Induction of Carlsberg and Heineken Carlsberg is the world s fourth largest brewing group , founded in 1847 , is headquartered in Copenhagen, Denmark. Carlsberg is also the company s major beer brands . Carlsberg is popular in more than 150 countries around the world , to the best quality of all-cause all Carlsberg beer brewing . In time more than 160 years , Carlsberg parties friends to lead one . Whether they come from a sports bar theRead MoreTaking a Look at Harp Lager892 Words   |  4 Pageslager brand in Ireland. When it was launched it was marketed as a new modern drink that would appeal to young males and females alike. It was a sister brand of Guinness which was associated with older men in the country. Slogans used in the initial marketing campaigns included â€Å" Have you heard the call yet† and â€Å"Brewed in Ireland – naturally† evoking a sense of pride in the home brewed beer during the troubles in the country. It became the first mass marketed draught lager in Ireland and the U K. Harp

Childhood Obesity Is An Epidemic - 878 Words

Childhood obesity is an epidemic that has been spreading around the United States like a wild fire in a dry field, increasing more and more without much resistance to stop it from spreading. The SPARK PE program was created in 1989, and aims to be that resistance against childhood obesity, with carefully planned programs in hopes of showing the youths of America that exercise and proper nutrition can lead to a successful, healthy life (SPARK). SPARK aims at achieving this goal by carefully planning out different physically beneficial activities, while also making sure that they are popular with the students in hopes of the students continuing the activities outside the classroom. SPARK, or â€Å"Sports, Play, Active, Recreation for, Kids†, isn’t only aimed to improve solely physical attributes for children, but also aims to improve environmental and behavioral change at the same time (SPARK). These planned programs include a classroom recess program, an after school program, along with the Coordinated School Health Initiative (SPARK). The SPARK PE program is an elite organization who’s goal is to ensure that today’s youth grow up healthy, while at the same time making sure they’re having fun doing it with their classroom recess activities, after school activities, and the Coordinated School Health Initiative. Student’s experience in the classroom and at recess should be a time of joy and happiness, while at the same time learning skills that will greatly benefit them inShow MoreRelatedObesity : Childhood Obesity Epidemic1418 Words   |  6 Pageshis article â€Å"There is no Childhood Obesity Epidemic† discussed the there is a â€Å"stunning† drop in childhood obesity rate. He claims that obesity rates among two to five year olds have plunged over the past decade, and that the so called â€Å"obesity epidemic† had ended. I strongly disagree with Campos view that there is no childhood obesity e pidemic, this is due to the researches that was done by the Centers for Disease Control and Prevention which shows that childhood obesity has more than doubled inRead MoreThe Epidemic Of Childhood Obesity1216 Words   |  5 Pagesintervening in order to combat the epidemic of childhood obesity claim that, â€Å"parents who strive to keep their kids healthy may not have all the tools they need to do so† (â€Å"Childhood Obesity.† Issues Controversies). Therefore supporters agree that the government â€Å"should step in and enable parents to do the best job they can† (â€Å"Childhood Obesity.† Issues Controversies). Joe Thompson, â€Å"director of the Rober Wood Foundation Center to prevent Childhood Obesity† claims that not all parents are ableRead MoreChildhood Obesity : An Epidemic876 Words   |  4 PagesChildhood Obesity Childhood obesity is more than a major issue in the United States: it is an epidemic. The number of overweight and obese children in America has increased at an alarming rate over the past years. According to the Centers for Disease Control and Prevention, childhood obesity has more than doubled in children and tripled in adolescents in the past 30 years [1]. American Heart Association stated, â€Å"Today one in three American kids and teens are overweight or obese; nearly triple theRead MoreChildhood Obesity : An Epidemic834 Words   |  4 PagesIn the United States, childhood obesity is an epidemic and in the past 30 years, childhood obesity have had nearly tripled. There are 31 % of American children and adolescents are either overweight or obese. And according to the numbers, more than 23 million of American children are either overweight or obese and more than 12 million are obese (National Conference of State Legislatures, 2013). The complications of obesity in the childhood period are broad, those include but limited to: hypertensionRead MoreChildhood Obesity : An Epidemic1036 Words   |  5 PagesRainsu Kumbhani All About Childhood Obesity Childhood obesity is an epidemic in U.S. In the year of 2012, about â€Å"one third of children and adolescents were overweight or obese.† Also, percentages of childhood obesity have increased by over ten percent in the last thirty years in children and adolescents (Childhood Obesity Facts 2015). These statistics are shocking, and many people are concerned for the health of their children. This medical condition, as defined by Mayo Clinic, leads to seriousRead MoreThe Epidemic Of Childhood Obesity Essay1053 Words   |  5 PagesThe Epidemic of Childhood Obesity Childhood obesity continues to increase substantially each generation, especially here in the United States. Today, children have become more lazy while eating unhealthy and in excess. This trend ultimately results in increased healthcare problems throughout their life. Childhood obesity has increased because children eat in excess, they are allowed to eat food which is unhealthy, they lack the exercise needed to maintain a healthy weight, and are permittedRead MoreChildhood Obesity : An Epidemic Essay1641 Words   |  7 PagesChildhood obesity is an epidemic in America. Many experts like doctors and dietitians have narrowed the epidemic to a few causes some being lack of exercise, genetics, and food insecurity. Exercise and genetics could lead to obesity in the way that you need exercise to burn fat and some people are genetically more inclined to store more fat. Obesity is having excessive amount of fat that could lead to other health problem which is scary to think that childhood obesity is something that is on theRead MoreThe Epidemic of Childhood Obesity2154 Words   |  9 PagesIntroduction Childhood obesity is an epidemic that goes on throughout the United States. Studies have shown how obesity in children may start, and how it affects each and every child in America. Childhood obesity has been getting attention in the media from famous celebrities all the way to the First Lady of the United States. There are many things that cause childhood obesity and very few ways to stop it. However, there are people out there who are trying to help by getting children active, eatingRead MoreThe Epidemic Of Childhood Obesity3013 Words   |  13 Pages The epidemic of childhood obesity Childhood obesity is an important issue because of this diseases impact over the past few years. With the changing of lifestyles, the production of children who are not as healthy as they should be has increased. Due to these results, a widespread of children being obese has occurred. The Center for Disease Control, CDC, distinguishes between being overweight and being obese. Overweight simply means that the weight is high compared to others in the same height categoryRead MoreChildhood Obesity : An Epidemic Essay1954 Words   |  8 PagesChildhood obesity is not merely an issue in the United States- it is an epidemic. The number of overweight and obese children in America has increased at an alarming rate over the past years, and there is no chance of it slowing down unless action is taken. Obesity puts children at a high risk of developing many serious illnesses. Not only do children who are obese have unhealthy weights, but they also have a high risk of having weak lungs, poor blood quality, and a variety of other sicknesses. Par ents

Manage operational plan Free Essays

Human resource issues in employment management and the possible solution The sources of training need provide a diversity and complexity of training requirements to be at practice level you should be managing coordinating the training necessary to satisfy all the needs all the personnel in training should be skilled. 1. 1. We will write a custom essay sample on Manage operational plan or any similar topic only for you Order Now 3 Human resource issues In Administration and the possible solution Recruitment is another traditional area high quality candidate’s should be attracted to the positions the person and position requirements should clearly established. A variety of selection methods appropriate to the situation should be used Like entrance tests an Interview. 1. 1. 4 Human resource Issues in training and the possible solution Administration Is function of human resource management Is to be provide the employees with the capability to manage healthcare, record, keeping, promotion, benefits etc. The function In terms of employees benefit Is to create management system to achieve long term goals plans It requires the exercise of analytic ability and application of substantial knowledge of principals. Duties and Responsibilities; * Recruiting and staffing logistics * Performance management and improvement tracking system * Record keeping * Assisting with employees relationship * Employee safety and so many- prepare sales action plans and schedules assist, develop and maintain sales and promotional materials make sales calls to new and existing clients assist, develop and make presentations of company products and services to current ND potential clients negotiate with clients maintain sales activity records and reports ensure customer service satisfaction and good client relationships follow up on sales activity assist, conduct market research and surveys Skills and Abilities; Excellent computer skills including word and excel Effective oral and written communications skills knowledge of employment laws good interpersonal skills skills in database management Be ready and able to work within a team. Have a polite, helpful manner Education bachelor degree Experience 1 or 2 years of general business 3. Preparing a Job Advertisement title Wage Working area, place Working hours Skills, knowledge and attitude we needed Qualifications and experience we needed Contact name and number of someone who is from our Human Resource Department. 3. 1 Job Advertisement for tycoon Company Tycoon Trading Company Sales Department; salary: $ 55. 000 annual Working hours: 9:00 am-5:00 pm (Monday to Friday) Our company is located in western suburb close to city and all public transport. As a small business company we are looking for an intellectual, a creative, qualified and at least two years sales experienced person who must use all office programs referentially especially MS Excel, provide good communication with customers and also must assist to someone else about one of our new product in our company. A person who can enjoy challenges and working towards targets has ability to exceed customers expectation Contact no. 02345678(arena) 4. Detail the Cost of Hiring an Employee Cost of detail of our office person contains; Employee background screening Advertising Relocation pay Time for interviewing Travel expenses Training costs Taxation and wages Human resources paperwork about employee Survey and monitoring processes’ cost for employee Job offer calls by phone or Job offer letter by mail Employee back ground investigation and make phone calls to its former company 5. Selection Criteria and interview Questions 5. Selection criteria from the sales position role Qualities and Quantities research skills Communication and negotiation skills Organization and Planning Understanding of the Decision making 5. 2 Interview Questions 1. Tell me who are the main stakeholders in our business and describe the task of job that you understand? 2. How can use the qualities and quantities research skills in this position? Can you give me an example about these skills which you have used before in former Job? 3. How will you build good relationships with your team members? 4. How will you satisfy dissatisfied customers? 5. Tell me what is your daily schedule position in Job? 6. Now I want you to try to sell me something. Try to convince me to buy this coffee to drink. 7. Which advertising methods do you use to present a new product to create an attract attention for our customers. 8. Can you give me a specific example of an occasion when you took on extra responsibility or showed initiative in improving an aspect of work? . Describe the most challenging problem that you have had to solve, and what you took into account. 6. Reference Checking It is a process of authenticating the information supplied to potential employer by a job applicant in his resume, application and interviews it ensure the employer that the candidate has background and experience as he claims it includes and takes usually 20 or 30 minutes to complete. It is a control process provides past information of employee and asks questions two or three people who directly managed the candidate about employees’ skill and knowledge for requested position, allegations with other team members it includes verification of academic credentials ,verification of prior employment, testing to confirm skill, criminal background check To make a reference checking about regarding person will be good in term of employer. For this reason the human resource department of tycoon International Trading Company prepares some questions to make a reference checking on former Jobs and positions of regarding person on the its ex-companies. Our reference checking questions are generally consisting of; When did related person work for your company? Could you confirm starting and ending employment dates? When did s/he leave the company? Why did related person leave the company? What was her/his starting and ending salary? What was her/his position? Can you describe the Job responsibilities? Did person supervise other employees? How effectively? If I spoke to those employees, how do you think they would describe person’s management style? How did person handle conflict? How about pressure? Stress ? Did you evaluate person’s performance? Can you speak to his/her strong and weak points? What was person’s biggest accomplishment while working for your company? If I describe the position we are hiring for what, could you describe how good a fit you think person would be for the position? On the other hand a coach observes employee’s work and actions, and provides related teaching skills. A coach can come from same division in a work place for example from company’s personnel or manager. As a manager, I can also be a coach for my new and current employees. And as a coach, I can give my time and attention to my employees and I can help them master their work and grow their own knowledge and skills. Also, I can ensure them extend their learning capabilities and improve their self-development. On the other hand, for the role of the mentor I can provide my new employees to reach their highest potential in the business. I can arrange for them individual or organizational group mentoring programs. 9. Three months’ probation review It is a 3 month period from the date of commencement of employment whether the employer assesses suitability of employee for the role and employee has an opportunity to determine if the role meets their needs. Probation period has been formed as 3 months in our Human Resources Plan to provide a review and recording about newly hired personnel. Review will be made to the Human Resources Department end of the each month during the three months. First two months will contain initial reviews, and last month will be taken final reviews for employees. Employee assessment Company name Employee name Identification Date/period Position 9. Records of Review Importing point in a review report is that it gives healthy and true decisions about newly chosen personnel and provides much strangest workforce for the organization in the future. Following things should be recorded Attendance Punctuality Appearance dress code Attitude-positive, cooperative Work quali ty Workplace-care of company equipment Team work skills 10. Monitoring and Review of a Human Resource Plan Human resources plan provide a framework for a company for that as a Human resource manager of the related company I can follow company’s missions and daily know as I guide the employees to help the company succeed as well I can be sure whether all staffing needs are met or not. According to the topic, firstly I have to thing about new product in the organization and sales staff that has also employed newly. For example as a human resource manager I arranged a staff training program for elated person and also I chose another person who will be responsible for monitoring system. By this responsible person I will follow all performance and capabilities of new staff and also I will be reported about the all situations among the training such as staff training has been completed by a certain date or not. After this training process I can manage a survey which indicates the results of customer satisfaction and therefore I can make a review about my resources plan which has achieved to present new product by my new training staff or not. PART B According to case study, Sports Gear that is a medium size company will need to increase its production for the Australian Team in the World Cup within 6 weeks which needs to be more than the current level in order to meet the expected demand. 1. Expenses for the new operational plan To increase productivity we need following things, More staff for night shift More machinery. Time schedule should be extended to rush and 5 days a week for next 6 weeks. Organize extra arrangements for catering and refreshments for the working staff. 2 extra supervisors for night shifts. Ordering extra raw material. Extra room for storage and vehicles for distribution. All of the above will lead to increase the company’s current expenses. For that Sports Gear need to extend their company’s budget. For example, company need to provide more wages for more staff and extra supervisors, more usage for more electrical expenses, more budget for extra order for raw material, more requirement of fuel oil for distribution during the 6 weeks, etc. 2. Monitor performance of the staff to increase productivity Garry can monitor his staff performance by:- Establishing CATV cameras and recording and viewing all the staff members while working. Setting daily targets for each supervisor and each staff. Staff attendance records. Amount of waste production for each staff which shows they are doing their 3. Budget of the company and its use Budget is a list of all planned expenses and revenues. It is a plan for saving, borrowing and spending. A reasonable budget allow you to do what you want it helps to be business in right direction The company uses the budget because it provides:- Planning, Set expectations, Consideration, and Guidance Control finances Help to achieve target Helps to prevent loss. 4. Documentation used for developing a business budget Budgeting is the basis for developing supportable financial plans. The documents developed by the company as a result of these instructions are a normal part of the annual budget effort. Provide a consistent basis for business planning and budget reviews, facilitate any necessary budget adjustments, provide transparency and a clear audit trail, support rate case filings, assist external reporting with their communication to the investment community, and Keeping the record of budget and getting it checked by the senior personnel. How to cite Manage operational plan, Papers

Integrated Business Challenge International Tourism Industry

Question: Discuss about theIntegrated Business Challenge forInternational Tourism Industry. Answer: Introduction The international tourism industry is found to be increasingly segmented as a result of different growing segments or niches of tourism. One rapidly expanding and noteworthy niche segment is adventure tourism. Recent research on adventure tourism brings into focus the problems such form of tourism brings, mainly intrusion into culturally sensitive areas (Williams et al. 2017). The present paper aims to discuss the issues for industry and society in relation to adventure tourism. It throws light on the range of problems that adventure tourism creates. Adventure tourism is a fun-based activity whose experiences are welcoming. Travelling to exotic regions of the world reflect the personal challenges, self-perception and self-mastery of the travellers. Adventure tourism has positive as well as negative implications for the area where such trips are conducted. Though it has been considered as an important catalyst for economic growth, a number of problems arise due to such tourism (Giddy and Webb 2016). According to Wilks, Stephen and Moore (2013), the life of the locals are disturbed to a considerable extent when tourists visit those areas that are otherwise left undisturbed my humans. The serenity and peace are diminished when a number of thrilling but risky activities are taken up in such exotic places. As pointed out by Murphy (2013) the jobs for the locals have poor payment, and the working conditions are poor as well. Since the places are usually remote and the basic amenities are in scarcity, the locals have a difficult time in adjusting to the activities being taken up in those areas. Culture of the areas where adventure tourism takes place is disturbed to a great extent. There is a requirement of respecting the culture of the places of visit and knowing about their ecosystem. The local culture of the areas have a certain degree of distinctiveness as culture is deep in their worklife. Destruction due to tourism have had an aversive impact on the traditional way of life. Uprooting the locales from their communities are common, and this needs to stop. The exoticism of foreign cultures are to be maintained (Rantala, Rokenes. and Valkonen 2016. A number of principles underping the process of conserving the essence of diversity and culture in adventure tourism. Firstly, adventure tourism must not degrade the area of interest in any manner. Secondly, long-term benefits re to be provided to the place of visit. Benefits include cultural awareness, scientific progress, conservation, economic success and educational opportunities. Adventure tourism needs to advocate for mor al and ethical responsibilities towards the cultural environment. Moreover, adventure tourism needs to promote partnership and understanding between local communities, non-governent organisations and the government. Education among all parties would be beneficial in this regard (Fogler and LeBlanc, 2014). It can be concluded that adventure tourism is known to be a fast growing tourism segment in the recent past. It is a distinctive form of tourism whereby tourists have an exciting and unusual experience. However, there are a number of concerns regarding the applicability of adventure tourism. The Cultural dilemma has a strong relation with adventure tourism as it is a threat to areas where such adventures are carried out. There is an urgent need of robust strategies that can combat the issues arising due to such form of adventure. References Fogler, H. and LeBlanc, S. (2014).Strategies for creative problem solving. 3rd ed. Upper Saddle River, NJ: Prentice Hall. Giddy, J.K. and Webb, N.L., 2016. The influence of the environment on motivations to participate in adventure tourism: the case of the Tsitsikamma.South African Geographical Journal,98(2), pp.351-366. Murphy, P.E., 2013.Tourism: A community approach (RLE Tourism). Routledge. Rantala, O., Rokenes, A. and Valkonen, J., 2016. Is adventure tourism a coherent concept? A review of research approaches on adventure tourism.Annals of Leisure Research, pp.1-14. Wilks, J., Stephen, J. and Moore, F. eds., 2013.Managing tourist health and safety in the new millennium. Routledge. Williams, P., Soutar, G., Ashill, N.J. and Naumann, E., 2017. Value drivers and adventure tourism: a comparative analysis of Japanese and Western consumers.Journal of Service Theory and Practice,27(1).