Under take a deep and wide Market (or industry) analysis for Heineken Essay

Under take a deep and wide Market (or industry) analysis for Heineken - Essay Example What therefore has been the key to success in Heineken? Well, it is the uniqueness of the marketing strategy and the industry analysis that has been adopted by Heineken over time. In a keen study of Heineken’s strategic platforms, one can simply notice why Heineken is destined for even a brighter future (Duetsch 2002, p. 78). This paper aims at analysing the beer industry, with reference to Heineken, being a key player in the industry. What makes the Heineken strategy unique and what are some of the marketing and analytical platforms pursued by this giant (Heineken) in the beer industry. David A. Aaker is credited for having come up with AAKER Marketing Analysis, a marketing strategy that puts emphasis and focus on the micro- external environment in which an organization operates. Most organizations today have adopted the AAKER Marketing Analysis in their market analysis, strategy so as to understand more their various immediate external environment (Bohrer 2007, p. 37). An analysis of the immediate external business environment is critical to the success of any organization. In the beer industry, specifically, Heineken has employed AAKER Marketing Analysis with the main aim of creating a competitive advantage over other industry players in the following ways: It is a policy at Heineken that any market ventured into must be fully exploited. In order to fully satisfy their customers, Heineken did their market analysis by first identifying the size of the market that they (Heineken) intended to operate into. In analysing the market size, Heineken put focus on the number of their consumers and potential consumers; followed the quantitative analysis with qualitative analysis of what can be the demands of those customers (Bohrer 2007, p. 43). With this analysis put into consideration, Heineken has been able to understand the needs of their customers, thereby working towards satisfaction of