a. Describe the fundamental issues in foreign market analysis for a firm like Heineken.
b. Discuss the advantages or disadvantages for Heineken of exporting its beer from one country to another.
c. Why is Heineken so focused on expanding its global sales? (To answer this question, you might wish to research the actions of the two biggest global brewers, Anheuser-Busch InBev and SABMiller.)
d. Why is Heineken so focused on expanding its global sales? (To answer this question, you might wish to research the actions of the two biggest global brewers, Anheuser-Busch InBev and SABMiller.)
e. Which markets offer Heineken the best prospects for revenue and profit growth? Are there any markets you would recommend that Heineken abandon? If so, why?