Problem Statement: As the consumer needs & tastes vary across the globe, Heineken must decide how much to adept their marketing strategy to local needs using a variance of standardized marketing mix & adapted marketing mix, owing to the strong brand preferences & loyalties that exist among the beer drinkers. Analysis: Heineken's position in the beer market is consolidated by its strong history, making it the number two beer brewer in the …showed first 75 words of 473 total…

…showed last 75 words of 473 total…to establish & gauge Heineken's global brand identity & communication, the real test lies for Heineken to sustain its market lead & reputation in its neighboring European Union which by far is the largest contributor to its sales Recommendations: Heineken needs to evaluate its home replication, multi-domestic & national, global & transitional strategy to establish its scope of operations, resource deployment & distinctive competence across its strategic business units.