Instruction:
There are four questions in total. Each question counts for 25 credits.
(you don’t have to copy the questions on your answer sheet) i
Questions:
1. What are Heineken’s strengths and weaknesses? Is Heineken a global brand? Why or why not?
2. Evaluate the research in the case. What has been learned?
3. How can the Heineken brand be developed through marketing communication?
4. How can Heineken move beyond being the premium beer for special moments to more of a mainstream positioning that will build volume?
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