netrashetty
Netra Shetty
Baxter International Inc. (NYSE: BAX), is an American health care company with headquarters in Deerfield, Illinois.[3] The company primarily focuses on products to treat hemophilia, kidney disease, immune disorders and other chronic and acute medical conditions. The company had 2009 sales of $12.6 billion, across three manufacturing divisions: BioScience (producing recombinant and blood plasma proteins to treat hemophilia and other bleeding disorders; plasma-based therapies to treat immune deficiencies and other chronic and acute blood-related conditions; products for regenerative medicine; and vaccines); Medication Delivery (producing intravenous solutions and other products used in the delivery of fluids and drugs to patients, as well as inhalation anesthetics and contract manufacturing services); and Renal (providing products to treat end-stage renal disease, or irreversible kidney failure, including solutions and other products for peritoneal dialysis and hemodialysis)
paper then moved on to assess the marketing segmentation strategies of Heineken with regards to their suitability to critical situations, during which the internal capabilities of the segmentation in relation to the strategy being followed was determined also. An overall analysis of the performance and effectiveness of marketing segmentation strategies was also conducted to assess and compare the capabilities of these strategies with those of others. Gaps in marketing segmentation capabilities and environment of Heineken were then identified.
Finally, several choices of strategies to improve marketing segmentation strategies of Heineken as an effective means in critical situations were recommended and evaluated by 20 respondents in terms of appropriateness to the issues reviewed, feasibility in carrying out the options and acceptability within the key stakeholders and decision makers. Several key implementation issues related to managing strategic change were also addressed as well.
INTRODUCTION
In the last five years, the brewing industry has seen so much activity in terms of massive changes in the landscape of brewing companies. These changes range from mergers and acquisitions to changing consumer tastes and finally, to different branding strategies. These activities are expected to continue over the course of the next ten years.
Heineken is one of the leading companies in the world's brewing industry in terms of the volume of sales and profitability. It has also one of the widest connections among other international brewers made possible through a global network of distributors and breweries.
Heineken is managing some of the world's leading beer brands, most notably Heineken and Amstel. Other top selling brands Heineken manages include Cruzcampo, Zywiec and Murphy's.
Heineken uses the name of both the company and its mainstream beer label, and its excellent marketing segmentation strategies has allowed the company to pursue an integrated marketing approach directly related to the company’s name.
However, the main questions remain. Does this strategy produce more effective results than the others in terms of gaining company name recognition? Do the adapted strategies allow differentiation in the culture of the corporation to influence consumer choices?
Statement of the Problem
Heineken has blossomed on its local / domestic home country and moved on to internationalize their trend to some other countries / continents through effective segmentation strategies. Hence, the causes of this success must be investigated through a benefit and lifestyle study and lessons must be learned and derived from this study.
Purpose of the Study
This study will be conducted in order to determine the success factors of Heineken in internationalizing their trend to other countries / continents through market segmentation, and provide meaningful lessons such as learning their effective segmentation strategies.
This study will also aim to increase the awareness and provide a better understanding on the issues and problems concerning lifestyle and benefits studies and in order to contribute an effective approach in addressing their problems.
Significance of the Study
If the success factors of Heineken in internationalizing their trend to other countries / continents will be determined, this study will be a benefit to other multinational companies experiencing problems and gaining ground to other parts of the world. Also, if effectiveness is supported, this study will be significant in developing underachieving multinational companies and organizations as productive and effective entities in the future.
paper then moved on to assess the marketing segmentation strategies of Heineken with regards to their suitability to critical situations, during which the internal capabilities of the segmentation in relation to the strategy being followed was determined also. An overall analysis of the performance and effectiveness of marketing segmentation strategies was also conducted to assess and compare the capabilities of these strategies with those of others. Gaps in marketing segmentation capabilities and environment of Heineken were then identified.
Finally, several choices of strategies to improve marketing segmentation strategies of Heineken as an effective means in critical situations were recommended and evaluated by 20 respondents in terms of appropriateness to the issues reviewed, feasibility in carrying out the options and acceptability within the key stakeholders and decision makers. Several key implementation issues related to managing strategic change were also addressed as well.
INTRODUCTION
In the last five years, the brewing industry has seen so much activity in terms of massive changes in the landscape of brewing companies. These changes range from mergers and acquisitions to changing consumer tastes and finally, to different branding strategies. These activities are expected to continue over the course of the next ten years.
Heineken is one of the leading companies in the world's brewing industry in terms of the volume of sales and profitability. It has also one of the widest connections among other international brewers made possible through a global network of distributors and breweries.
Heineken is managing some of the world's leading beer brands, most notably Heineken and Amstel. Other top selling brands Heineken manages include Cruzcampo, Zywiec and Murphy's.
Heineken uses the name of both the company and its mainstream beer label, and its excellent marketing segmentation strategies has allowed the company to pursue an integrated marketing approach directly related to the company’s name.
However, the main questions remain. Does this strategy produce more effective results than the others in terms of gaining company name recognition? Do the adapted strategies allow differentiation in the culture of the corporation to influence consumer choices?
Statement of the Problem
Heineken has blossomed on its local / domestic home country and moved on to internationalize their trend to some other countries / continents through effective segmentation strategies. Hence, the causes of this success must be investigated through a benefit and lifestyle study and lessons must be learned and derived from this study.
Purpose of the Study
This study will be conducted in order to determine the success factors of Heineken in internationalizing their trend to other countries / continents through market segmentation, and provide meaningful lessons such as learning their effective segmentation strategies.
This study will also aim to increase the awareness and provide a better understanding on the issues and problems concerning lifestyle and benefits studies and in order to contribute an effective approach in addressing their problems.
Significance of the Study
If the success factors of Heineken in internationalizing their trend to other countries / continents will be determined, this study will be a benefit to other multinational companies experiencing problems and gaining ground to other parts of the world. Also, if effectiveness is supported, this study will be significant in developing underachieving multinational companies and organizations as productive and effective entities in the future.