MKT 6332 Group Case Assignment Each group will submit BOTH of the following case analyses in one combined PPT report
Keep in mind that these types of ‘classic’ Harvard cases should be analyzed as if you were in the time period of the cases – under those conditions - if you were in the shoes of those managers.
Group Case Analysis Questions
Part A: “Heineken” case analysis questions
1. Perform a SWOT analysis for Heineken during the timeframe of the case.
2.
In your group’s opinion is Heineken a truly “global brand’? Analyze why or why not.
3.
Evaluate the advertising research. What are the main conclusions that can be drawn from the research and what are the consequent marketing implications?’’
Heineken commissioned two research projects, Project Comet & Project Mosa. Project Comet’s purpose was to figure out how to enhance their competitive advantage by more consistently reflecting the brand as
“the world’s leading premium beer”. Project Mosa’s purpose was to define what male beer drinkers meant by taste & friendship in relation to premium beer drinking, and which expressions of taste & friendship could be used by Heineken in advertising. The main conclusion of Project Comet was that all advertising Heineken puts out must have an impact and should be risky, not safe. It proved that the 5 main
values they should portray are taste, premiumness, tradition, winning sprit, and friendship. The main conclusion of Project Mosa was that consumers have a completely different view on what “premium” and
“standard” mean. Heineken can influence what consumers identify as premium into their advertising. It proved that premium beer is associated with friendships & other close connections that are made through fun, cheerful, intimate, extravagant group settings for example: meeting people, traveling, and elegant parties. Friendship is displayed by phrases like “true friends” and “always count on Heineken”. Taste is derived from product features such as balanced taste, taste experience, and foam, as well as marketing features such as advertising and packaging. 4.
Make recommendations on how the Heineken brand can be developed through Integrated Marketing Communications?
Heineken believed that different countries were at different stages of market development, therefore spreading a consistent message and creating a unified brand for all consumers is important. They will need to use various marketing penetration strategies in order to unify. In the embryonic stage of development, they need to build market share. The take-off and growing stages need to increase market share as well, while keeping the mature and declining stages constant. In Africa they are loyal to local brewers, so to gain attraction they could implement programs and incentives for loyal customers. In Eastern Europe consumers have different tastes & standard beer is highly developed. Heineken should call attention to their brewing history & craft while also creating new flavors/formulas to cater to customers evolving tastes. Confine your analysis to the time period of the case. Make any valid & reasonable assumptions you need to make and incorporate any outside research (not necessarily required) that you consider appropriate if it adds value to the case analysis report.
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Part B: “Reebok” case analysis questions
