Mini Case study HEINEKEN

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Contributors

Annemieke Mol

HEINEKEN

Organization: HEINEKEN

Author: Annemieke Mol

Course: (V)ODC 2014/2015

Keywords: mini case study

Abstract

Established in 1864 by the Heineken family, the HEINEKEN Company has a long and proud history and heritage in brewing. The HEINEKEN company is the number 1 brewer in Europe and the number 2 in the world by consolidated volume. They are present in over 70 countries globally with recent acquisitions in Asia, Latin America, Africa and India (Heineken corporate website 2014). In home country the Netherlands HEINEKEN NL is working in a strictly B2B environment with no sales to the end consumer but all via Wholesale, Retail purchasing organizations or to horeca outlets. This paper addresses why HEINEKEN NL is exploring new combinations in the B2C market illustrated by the Adaptive Cycle.

Contributors

Annemieke Mol