Heineken Company in the US market

Heineken portfolio in US market The major brewers within the US market include; Anheuser-Busch, Inc., SAB-Miller, and Molson Coors Company. The major supplier amongst the three is Anheuser-Busch followed by SAB-miller (Finnegan, 1997). The beers sold within the US market are of desired taste to consumers. The drinking trend in the US is largely dependent on location and social status.Advertising We will write a custom essay sample on Heineken Company in the US market specifically for you for only $16.05 $11/page Learn More One of the most sold beer brand in the US are Bud Light, Budweiser, Coors Light, Miller Lite, Natural light, Busch Light, Miller Genuine Draft, Miller High Life, and Michelob Light. USA has one of the largest beer import market with a total value of about $2.7 billion. The overall high demand for beer in the USA is because of the growing demand for larger that has low amount of calorie. Heineken was attracted to the US market because t he company anticipated that high margin could be obtained from its special brands (Barsby, 1999; Reid, 1997). Heineken is one of the world’s leading brewing companies within the US market. This became possible because of the networking that the Company introduced between breweries and its distributors. The company introduced Heineken Premium light to the satisfaction of most consumers who preffered light drinks. This led to one of the greatest excitement around the Heineken brand in the USA market since it served so well the diversified population. Later Amstel Light was upgraded and became one of the most interesting drinks to consumers. These strategies of offering quality products guaranteed the Company a big success within the US market. The US market consumers became so much attracted to imported beer since they considered the European brands to be of more quality. The consumers within the US market were willing to pay the costs of obtaining Heineken because of its good image. Statistics in 1992 showed that the world beer consumption had increased and US was one of the leading regions in terms of beer consumption followed closely by Asia. This indeed offered a very lucrative market for Heineken hence its interest in the US market (Elzinga, 2005). Why Heineken introduced every brand in the US market Heineken Company in the US is located in New York and produces some of the best beer brands which include; Heineken Lager, Heineken Light, Newcastle Brown Ale, Tecate, Amstel Light, Dos Equis, and Tecate Light. The Company has become one of the leaders in importing high quality beer products in the US market The company introduced most of its products in the US because consumers were in so much attentive to special beer brands.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Many consumers preferred drinking beer they considered of more quality and this gave Hei neken the advantage of supplying the US market with the desired beer brands from the European market. This made the drink to be one of the leading beer imported in the United States market, making Heineken portfolio in the USA to rise by 1994 (Heineken USA, 2010). Heineken USA is primed for a continued growth since the demand for Light and import beers is high within the market. Due to its large powerful portfolio and wide consumer base, the Company changed the sales tactics by increasing the prices for purposes of maintaining value within every market segment. In its portfolio Heineken USA promoted the Mexican brands by making efforts to raise their profile. The company entered into agreement with FEMSA to sale its products within US market and this gave Heineken USA a good base for developing its brand (Katz, 1991). Table1: Heineken Brand Portfolio in USA Brands Volume produced (Metrics) Investment analysis Pricing Brand equity Strength of Brand Heineken Larger Heineke n PremiumLight Newcastle Brown Ale Tecate Amstel Light Dos Equis Tecate Light Statistic of beer drinkers in US According to statistics from Gallop poll, majority of Americans prefer drinking beer as their choice beverage. According to recent surveys, the percentage of Americans who drink beer stand at 64%, the frequency by which Americans drink beer has risen tremendously over the past decade. The statistics showed that there is an average of 4.5 drinks per week on those who use beer; this may be attributed to the fact that drinking beer may boost health of an individual. Early 2010 statistics showed that almost 41% of Americans declared beer as their drink of choice with 33% preferring wine and 23% liquor (Tremblay and Carol, 2005; Harney, 1995). Drinking by preference in US Alcohol type % Drinkers Beer 41 Wine 33 Liquor 23 In terms of social status, drinking habit has been revealed to be low among the low-inco me earners. The survey revealed that 82% of the upper-income earners drink beer compared to 44% of those earning low income. Drinking by Income status Social Status % Upper Income 82 Lower Income 44 Even those who profess their commitment to their faith still drink beer. The statistics revealed that out of those who frequently attend churches 48% drink beer, out of those who seldom attend churches 69% drink while those who are never committed to any faith 72% drink beer (Warner, 2006). Men accounts for higher percentage of beer consumers compared to women, with light beer being the highest consumed brand amongst women (Sadler, 2005).Advertising We will write a custom essay sample on Heineken Company in the US market specifically for you for only $16.05 $11/page Learn More Christian Level of consumption Consumption level based on faith % frequent church attendees 48 Seldom attendees 69 None attendees 72 Statistic have revealed tha t most of the US drinkers have the tendency of shifting preferences from beer to wine as they approach old age. Mixed drinks are however liked by young ladies and women. Table1: Percentage of Global Alcohol Consumption (Source: GfK â€Å"Alcohol consumption† survey 2008, GfK Custom Research/). WSJE Figures in % Beer Wine Liqueurs and fortified wines Spirits Cocktails/alcopops USA 37 28 3 10 22 Europe 36 40 5 9 7 All countries 36 33 4 16 9 The target market of Heineken beer in US and its strategies in this market Heineken’s target market are the young drinkers, this provides grounds for expansion within U.S. market (Weinberg, 1999). Heineken strategizes on how to appeal to young drinkers through various entertainment sources. The company strategizes on how to rebrand Heineken so as not to be viewed as beer only meant for special occasions, but can also be consumed off-premise. Therefore the need for Heineken brand to appear more ordinary and appealing to th e young people (Elzinga, 2005). Heineken has embarked on global music initiative known as thirst, which brings together famous deejays and organizes for dance concerts in major cities and towns. Also as part of its strategy sponsors live music acts in green room sessions and inaugural Heineken Jazz Festivals. The green nights organized and the Deejay tours acts as promotion strategies for the brand amongst the younger audience. The brand has also been promoted through world of movies like James Bond blockbuster. Heineken is also a major sponsor to sports like tennis, golf and rugby (Elzinga, 2005). Why Heineken in US market chooses this segment to target them Heineken specifically focuses on urban dwelling youths because they consider them to be upgraded beer drinkers. They consume lots of beer without any fear of loss i.e. they are considered risk takers. Heineken chooses entertainment as a way to reach the young because young people like entertainment concerts. Does this strategy work? With evidence This strategy seems to work since most of the drinkers according to recent statistics are young people between age 21 and 35. According to the beverage industry the statistics shows that a young man in its mid-twenties consumes an average of 65 gallons of beer per year, while old men of over 50 years averagely 15 gallons per year (Warner, 2006).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Reference List Barsby, S. L. 1999, Beer Wholesalers: Their Role and Economic Performance. National Beer Wholesalers Association; Alexandria, Virginia. Elzinga, K., 2005, Beer: The Structure of American Industry, edited by Walter Adams and James Brock. Upper Saddle Rive r, New Jersey: Pearson Hall. Finnegan, T., 1997, Modern Brewery Age Blue Book. Modern Brewery Age Publishing: Stamford, Connecticut. Harney, A. K., 1995, Malt Beverages. Washington, D.C.: Office of Industries, United States International Trade Commission, USITC Publication. Heineken USA, 2010, The Company history products brands, Available at  https://heinekenusa.com/agegate/ . Katz, P., 1991, Brewing Industry in the United States; Brewers Almanac. The Beer Institute, Washington, D.C. Reid, V.K., 1997. Year in Review: 1996. Modern Brewery Age , 48 (11). Sadler, J., 2005, Gender Marketing Strategies in Food and Drinks, Business Insights Ltd. Washington. Tremblay, V. Carol H., 2005. The U.S. Beer Industry: Data and E conomic  Analysis. Cambridge, Massachusetts: The MIT Press. Warner, J.,2006, Gallup Organization, consumption Habits Poll, News release: Gallup Poll News Service Available at  https://www.gfk.com/ . Weinberg, R., 1999, Watching the Market. Modern Brewery Age , 48 (11), pp 4-30. This essay on Heineken Company in the US market was written and submitted by user Conor Richmond to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Free Essays on Future of Staff Groups

Today’s organizations are reliant on technology, information and expertise for success. Staff groups accountable for these functions must concentrate on personal accountability for their place at the corporate table. Traditionally, staff groups have lived with the constant threat that their function is an overhead-identified cost and that their function would sure to be the first eliminated in any kind of crunch. A book entitled, â€Å"The Future of Staff Groups† by Joel P. Henning is a great business tool to be used to empower staff groups. This book instructs staff groups (groups within organizations that perform internal functions such as human resources, finance, legal, quality, information systems, and others) how to shed old models and responsibilities. This book speaks directly to the concerns of the staff groups and their clients, their managers, and the groups themselves. Henning breaks his book up into two parts. The first part focuses on â€Å"Intention and Theory†. The chapters in the first section discuss topics such as: The Jarring Reality, A Business at Risk, Making an Offer, A Promise and a Guarantee, Taking a Stance, and Optimism, Hope, and Goodwill. The second part of the book focuses on â€Å"Application-Translating Intention into Conversations†. The chapters in the second part of the book focus on Introducing Relevance, Timeliness, and Fit, Discovering the Possibilities, Further Opportunities for Discovery, Deliberating Relevance, Timeliness, and Fit, The Core Technologies of Service and The Path of Commitment There is no doubt that today's business climate is fierce. Competition is brutal and change is swift and unstoppable. Competitive advantage in any of today's markets presumes competence. To go beyond competence to dominate a market, a company needs to know more, create more, learn faster, and communicate better than the competition. This is the work that corporate staff groups were born for not 'jus... Free Essays on Future of Staff Groups Free Essays on Future of Staff Groups Today’s organizations are reliant on technology, information and expertise for success. Staff groups accountable for these functions must concentrate on personal accountability for their place at the corporate table. Traditionally, staff groups have lived with the constant threat that their function is an overhead-identified cost and that their function would sure to be the first eliminated in any kind of crunch. A book entitled, â€Å"The Future of Staff Groups† by Joel P. Henning is a great business tool to be used to empower staff groups. This book instructs staff groups (groups within organizations that perform internal functions such as human resources, finance, legal, quality, information systems, and others) how to shed old models and responsibilities. This book speaks directly to the concerns of the staff groups and their clients, their managers, and the groups themselves. Henning breaks his book up into two parts. The first part focuses on â€Å"Intention and Theory†. The chapters in the first section discuss topics such as: The Jarring Reality, A Business at Risk, Making an Offer, A Promise and a Guarantee, Taking a Stance, and Optimism, Hope, and Goodwill. The second part of the book focuses on â€Å"Application-Translating Intention into Conversations†. The chapters in the second part of the book focus on Introducing Relevance, Timeliness, and Fit, Discovering the Possibilities, Further Opportunities for Discovery, Deliberating Relevance, Timeliness, and Fit, The Core Technologies of Service and The Path of Commitment There is no doubt that today's business climate is fierce. Competition is brutal and change is swift and unstoppable. Competitive advantage in any of today's markets presumes competence. To go beyond competence to dominate a market, a company needs to know more, create more, learn faster, and communicate better than the competition. This is the work that corporate staff groups were born for not 'jus...

OUT COMES AND CONTENT Assignment Example | Topics and Well Written Essays - 500 words

OUT COMES AND CONTENT - Assignment Example WRITER REMEMBER THE INITIALS S.M.A.R.T STANDS FOR Specific, Measurable, Attainable, Realistic and Timely. Also this goal must be achieved within a 4weeks time frame and you can choose the subject area of nursing problems or issues to address and please follow the rubic ANY LATE SUBMISSION OF ASSIGNMENTS WILL RECEIVE A MAXIMUM GRADE REDUCED TO 50% AS LATE PENALTIES. THE LATE PENALTIES MAY BE AVOIDED BY COMMUNICATING WITH YOUR COACHES VIA EMAIL. LATE PENALTIES ARE NOT APPLICABLE IF THE STUDENT HAS MADE PRIOR ARRANGEMENTS FOR LATE SUBMISSION WITH THE COACHES. The selected population health problem I will be addressing for the capstone project is cancer. Over the years, I have been working in health care, I have realized that most cancer patients suffer from depression and stress, and this problem tends to heighten when the patients perceive neglect or minimum attention. At my current, place of work, I carryout several duties in various departments that include ICU, Emergency room, and medical surgical floor. I therefore, encounter with patients suffering from various ailments and one of these problems that need serious attention is cancer. According to CDC, cancer, among other chronic diseases is at the forefront on the leading causes of death and disability in the US (CDC, 2014). The nation is experiencing many losses in terms of â€Å"preventable deaths, poor quality of care, lifelong disabilities, and escalating costs of care† (CDC, 2014). A quality improvement program towards the care each of these chronic health conditions ca n greatly improve the life expectancy of countries all over the world, improve productivity, and significantly reduce the cost of care. I carried out a brief review of the leading causes of death in most states, and found that cancer was the second leading cause of death after heart disease (Ohio Department of Health, 2010). Statistics also indicate that cancer is among the top ten

Planning Care Case Study Example | Topics and Well Written Essays - 1250 words

Planning Care - Case Study Example Apart from this, he has a past history of hypertension, hypercholesterolemia, and chronic renal impairment. He has history of self-medication with Panadol few times a week and admits of medication noncompliance. His current admission is due to acute onset of chest pain and shortness of breath leading to emergency admission to the rural hospital where he was diagnosed with acute anterior myocardial infarction and was treated with thrombolytic therapy. There was abatement of symptoms, and he was sent to the metropolitan hospital for coronary angiography and further investigations. Mr. Walker understands that his disease is a result of atherosclerotic cardiovascular disease, which is caused by life-style associated risk factors. His diabetes mellitus, hypercholesterolemia, hypertension, and type 2 diabetes mellitus are interrelated to his dietary habits, perhaps obesity, and it in turn is causing chronic renal dysfunction, which may be further aggravated by his hypertension. His type 2 diabetes is an independent risk factor for his hypercholesterolemia, and both combined together would aggravate his atherosclerotic cardiovascular disease and deteriorate the outcome in terms of adverse cardiac events. Moreover self-medication and non-compliance to medications would also worsen the clinical picture. He also understands that smoking and alcohol use are risk factors for atherosclerotic cardiovascular disease, and they both may accelerate atherosclerotic cardiovascular disease and worsen his prognosis (Tacoy et al., 2008, 402-407). Mr. Walker has been educated on the relationship between the kidneys and hypertension. His chronic renal disease will cause hypertension, and hypertension will contribute to the development of chronic renal disease. Given his baseline myocardial infarction, hypertension is major modifiable risk factors for atherosclerosis. Therefore, he was educated on the need for medication compliance and regularity of treatment (Zoccali, Mallamaci, and Tripepi, 2002, 381-386). Mr. Walker has been educated that non-pharmacologic or lifestyle measures are important not only to prevent hypertension, but his overall condition of atherosclerotic cardiovascular disease, hypercholesterolemia, and diabetes, all will respond to such measures. He has been educated on basic dietary measures such as low-fat diet, low-salt diet, diet high in fruits and vegetables, and abstinence from alcohol would reduce his high blood pressure, hypercholesterolemia, blood sugar, and weight, which all together would reduce his risks of coronary artery disease (Chyun et al., 2003, 302-318). Mr. Walker has been educated on physical activity and has been demonstrated what kinds of activity may be suitable for him. He has also been alerted about resumption of physical activity very slowly following his myocardial infarction. He has been told that regular exercise increases work capacity. Training increases exercise capacity by increasing both maximal cardiac output and the ability to extract oxygen from the blood. Although he appeared less motivated about doing a regular exercise program, it was stressed repeatedly to him that regularity and persistence in such a program will help him (Ignarro, Balestrieri, and Napoli, 2007, 326-340). Mr. Walker has been given information on cessation of smoking since cigarette smoking is perhaps the most preventable known cause of CHD today, leading to more deaths

Problems of students Essay Example for Free

Problems of students Essay Top 10 Problems of Students While time spent at college is a fond memory and a happy experience for most, college life is not without its rough patches and problems. While each person problems are unique to their current circumstances, I know that there are a few problems that almost all college students deal with at least once during their time at school. College is not high school so please do not think its a walk in the park. Depending on what type of school you are going to, depends on what kind of problems you are going to face. Certain problems, you going to face regardless of what type of school you are going too. Most common problems of college student are the following. 1. First Day of School ? University students also face problems with making new friends. University is a new chapter in life, and with every new chapter, we have to try to meet new people and make new friends. It is normal for people to feel shy in the beginning, especially when they don’t know anyone around them. Students should learn to step out of their comfort zones and put themselves out there when trying to make new friends. It always seems that people are always just waiting for someone to approach them because they are too shy to make the first move. So, why not try taking the first step, and maybe you’ll find yourself heading towards a really wonderful friendship. 2. Relationship Thingy! Another problem we often hear students talk about are relationship problems. University students are usually at the age where they are looking for someone to share their lives with. We hear many stories about students getting into a relationship too quickly, and things going sour because both parties didn’t know each other well enough as friends. Maybe we should accept some advice from the older generation when they always say that we should always strive to get to know a person of the  opposite sex as a friend, before deciding if there is anything more to pursue with the person. There seems to be very little success rate when rushing into a relationship with someone we do not know well enough. 3. I’m so stress. . When a person faces any type of problems in their daily life, we will definitely find that the person is under high amounts of stress. This applies very aptly to the life a university student. Students are very susceptible to stress when they have any of the above mentioned problems. One good way to deal with stress is to exercise. Exercising helps release endorphins which is a hormone that helps our body relax and feel good. Students who exercise seem to be able to handle stress a lot better than those who do not exercise. 4. Problem everywhere -. The unavoidable problem that students will have to face is problems with their studies. Whether it is a topic that is very hard to grasp, a misunderstanding with a group mate, or just not knowing how to do the work given to them, students will definitely face these sort of problems. It appears that when a student faces these sort of problems, they like to just keep it to themselves, or complain about it to their peer. The solution to these sort of problems is to address it and bring it up to the lecturer, or ask a friend if they can help you with it. Rather than just complaining that they do not understand what is going on, they should seek assistance to help solve their problem. 5. Still Sleepy \^o^/ Many students also suffer from irregular sleeping patterns. Students have assignments, projects and deadlines that appear almost daily after each class. A lot of them spend their time doing all those assigned work during the hours that they are supposed to be asleep. 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Students often have to learn to be independent and responsible with managing their time, when in university, away from the direct guidance of their parents. 7. Why you’re so Slow Internet? _ With most universities and colleges making use of technology, it’s always an instant heart attack for you when it’s time to enroll in classes and check grades. To  make matters worse, everyone else is trying to access the website of your school hence the slower loading of the page and also in doing assignments and projects. You end up holding your breath while your heart attempts to break free from your body. The struggle is real! 8. Suspension Abangers *. * You stay up late at night and refresh your Twitter account every minute to see if there are suspension announcements. You wake up early in the morning with high hopes of class suspensions because the rain is too strong. You wait, and wait, and wait. You struggle with the thoughts of facing the storm or continue hoping for a class  suspension. You end up going to school anyway; but just as you’re finally at the end of your storm challenge, the suspension you’ve longed for comes and then you just stare at an empty space and mentally flip all the tables in your school. 9. Lack of Confidence There are students who do not believe in their ability to do well in college. Rather than focusing on their abilities and what they are capable of achieving, they place more emphasis on what they feel they can’t achieve. If you tell yourself, â€Å"I’ve always been lousy at math, I am going to fail this course,† then chances are, you probably will. 10. Commute line Don’t you hate it when you wake up early and leave early, but still end up being late for class because of those horrible commute lines? It’s definitely extremely frustrating when you arrive at the terminal or station only to find out that the end of the line is nowhere in sight These are just ten of the many problems that college students face. In the end, is college worth facing these problems and struggles? While students get stressed to the max, the good times outweigh the problem times and the college experience becomes one which shapes the minds and futures of many young people worldwide.

Shakespeares Othello - Character Development of Iago, Desdemona and Ot

Character Development of Iago, Desdemona and Othello  Ã‚   The three characters of Iago, Desdemona and Othello are gradually revealed to the audience as Act One unfolds. All three are linked to one another and talk to and about each other. Their characters unfold through their interaction with others and how they behave in isolation. The first impression formed of Iago comes from what Roderigo says. Being gullible, Roderigo has given Iago his purse. A character who accepts an offer like this is likely to be of doubtful reputation. The first words spoken by Iago are a strong oath. Already it is obvious that he has little respect for religion. Iago also sees little point in fighting purely in theory. He despises Cassio, partly because he has never fought physically. It becomes apparent that Iago is the dominant one in his "friendship" with Roderigo. He talks the most and has many opinions. Iago looks down upon those who serve others and explains that he is only serving Othello for his own gain: "I follow him to serve my turn upon him" (1,1,42) Insulting Othello, by referring to him solely by his race, Iago begins to show his machiavellian nature. When Othello is needed by Iago to fulfil his plans, he acts as though he is his friend. Iago has no qualms about his deceitful actions. In order to rile anger in Brabantio, he wakes him with the news that his daughter has married Othello: " Rouse him, make after him, poison his delight" (1,1,69) Iago proceeds to tell the news of Desdemona and Othello's marriage to a shocked Brabantio. He uses offensive imagery, showing the extent to which he will go to win Brabantio's support against Othello. While not in the company of either Othello or Brabantio, Iago debases the marria... ...is his trust. He foolishly entrusts his new bride to Iago. Iago has already been depicted as an untrustworthy, scheming character and it is quite possible that he will take advantage of the new situation. Iago is straight away introduced as a dubious character. Having his fingers in Roderigo's purse show his interest in money. The language that he uses is vulgar and rude and he has no shame in his deceitful actions. In order to get what he wants, Iago will do anything. This includes insulting Desdemona, an innocent young woman who does not intend to harm anyone. Her sorrow at her divided loyalties shows this. Like her husband, Desdemona deals with situations carefully. Othello is the opposite of Iago in that he does not pride himself on killing people. It may be his strong point, but he feels that it should not be bragged about, especially in noble company.   

Care for the physical and nutritional needs of babies and young children Essay

When planning meals for young children it is best to meet their nutritional needs. Each meal should be the right consistency for the child and include all of the major food groups. There are five food groups, bread, cereals and potatoes (starchy food), fruit and vegetables, milk cheese and yoghurt, meat, fish eggs, beans, lentils (protein) and foods high in fat and sugar. When planning a meal the fruit and vegetables should be served at each meal and should try and have five servings of either each day. Milk cheese and yoghurts should be served three times a day and bread and cereals either as a snack such as bread sticks or as an accompaniment to a meal. Meat, fish or a vegetarian option should be served three times a day. Foods which are high in fat and sugar can be included every day in addition to the other food groups but one a child is 2 years old you can gradually lower the fat in their diet. All of the five food groups combined will give the nutrients required for a healthy balanced diet. Young children should eat according to the appetites and not portion sizes. It is good to introduce new foods to children and encourage them to try these and let the parents know what meals the children have tried to encourage a large choice of different foods. You also need to be aware of any cultural diets that may need extra consideration. Tamara Wright CYPOP 2: Care for the physical and nutritional needs of babies and young children 6.2 Some children may suffer some allergies or intolerance to foods. A child with a server allergy to nuts may react even if someone else in the room has a bar with nuts in depending on the severity of the allergy. The child may react in various ways such as swelling of the skin or a rash or start to be unable to breath easily. All instructions received from carers regarding their children should be advised to all staff and in areas such as the kitchen a photo of the child with their allergy written in large should be displayed so everyone who may be serving the child food is aware. It is best that children under 1 year are not given cows milk to drink because their digestive system cannot cope with it. Also avoid with baby’s shark, swordfish and marlin because it contains high levels of mercury and this can affect the baby’s growing nervous system. Avoid raw shell fish to reduce the risk of developing food poison. Foods that are low-fat, low calorie and high in fibre foods are not suitable for babies as they needs small portions that contain lots of nutrients and calories. Nuts should not be given to children under 5 years as they can choke on them. If there is a history of a allergy of peanuts in the family then this should be checked by a doctor. As with any type of allergy it can lead to a severe reaction, or possibly an anaphylactic shock and will need to be treated at hospital or immediately with an Epi pen. Some children have a reaction to eggs whether they are cooked on uncooked. Eggs may contain bacteria if not cooked correctly this can lead to food poisoning.