MRKT 2016 - Module 2 - Case Study 1 - Heineken and Environmental Scanning
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International Marketing (MRKT-2016)
Case Study 1
Grading
This Case Study is an individual assignment. It is worth 35 marks and 2.5% of your final grade.
Due Date
Your assignment must be completed and submitted to the dropbox by the date indicated by your
instructor.
Assignment Overview
Working individually, you will analyze the following case and answer a series of relevant questions. You will be assessed on your achievement of the following course learning outcomes:
Utilize PESTEL analysis on any international market to assess the impact on international marketing decisions.
Estimated Completion Time
Approximately 1 hour.
Scenario
Managers around the globe are recognizing the need for their companies and organizations to develop the skills, aptitudes, and knowledge to compete effectively in international markets. To be competitive, companies need to continuously monitor environmental forces which could impact their marketing strategies.
Working with its external and internal stakeholders, Heineken has developed a strategy that fits on the back of a coaster. Three pillars, nine ambition areas. Each ambition area contains one or
more concrete and measurable commitments. “Brew a Better World” remains its mission. “Raise
the Bar 2030” reflects the increased ambition of Heineken’s new action plan. Heineken is a company that engages in environmental scanning and clearly wishes to leave its global mark by
limiting its potential negative impacts and maximizing its positive contribution.
The company knows it’s not always the biggest or strongest companies that survive, but the most adaptable. Heineken’s success relies on its ability to respond and adapt to current times while staying true to company values and heritage. Heineken has committed to the following strategic targets.
1.
100% of our products should contain clear and transparent information by 2023 about ingredients, nutrition, calories, alcohol by volume and allergens, as well as responsible drinking symbols.
2.
Our commitment is to have 30% women in senior management roles by 2025 and 40% by 2030.
3.
We will now raise the bar by aiming for net zero emissions by 2030 for all our production sites, in line with the Paris Climate ambition to meeting the 1.5-degree Celsius goal.
Page 1
MRKT-2016: Case Study 1
4.
We have set an ambitious goal to operate in a carbon neutral value chain by 2040 — with an interim target of 30% absolute reduction by 2030.
5.
We will continue our focus on water efficiency: as part of our commitment to using as little water as possible, we have increased our ambition for 2030 to reduce average water intake to 2.9 litres per litre of beer globally, and 2.6 litres in water-stress areas. 6.
By 2023, across each region, at least 65% of country leadership teams will be made up of regional nationals.
7.
Our commitment is to ensure that all our employees worldwide will earn at least a fair wage by 2023, with a focus on the most vulnerable communities.
8.
Looking beyond our direct employees, we continue our work to ensure fair living and working standards for third party employees and brand promoters.
9.
As a commitment, we will aim for a zero-alcohol option of two strategic brands in most of
our markets (accounting for 90% of our business) by 2023.
10. We will continue our commitment to local sourcing of agricultural ingredients in Africa, aiming for a 50% increase in volume by 2025 compared to 2020.
11. Our goal is 100% sustainable barley and hops by 2030.
12. We have committed to becoming zero waste to landfill for all our production facilities worldwide by 2025.
Product (20 marks)
Answer the following questions:
1.
Which of the above Heineken strategic targets would you classify as environmental?
(5 marks)
2.
Which of the above Heineken strategic targets would you classify as social? (5 marks)
3.
Select a Winnipeg-based SME or non-profit organization. Identify which of the above strategic targets could be applied to the organization and explain why. (10 marks)
Format (15 marks)
Written in Microsoft Word.
Times New Roman or Arial (10 – 12-point font).
Title page including Case Number, Course Number, Your Name, Date, and Instructor name.
Headers for each question and page numbers.
Note that you will be deducted marks for improper use of grammar, spelling, and punctuation. Please see rubric in Learn for more details.
APA citations required.
Submission
Submit your assignment through the LEARN Dropbox. Include in your file name the course code, assignment name, and your name (e.g. MRKT2016_Case 1_JDoe.rtf).
Page 2
MRKT-2016: Case Study 1
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