Heineken is a brewery with a long history and tradition of superior quality and taste. The brand is very well positioned to grow its global sales and presence thanks to its many strengths. (Table below). Conversely, there are several weaknesses that need to be addressed to bring the company into the global market it desires. Strengths Weaknesses • Superior quality • Special distinctive taste • Original formula • Heritage and tradition • Premium brand • Attractive packaging • Most publicized premium beer in Europe and around the world and heavily use TV commercials • No production base in some regions • Branding inconsistent with brand communication • TV commercials are only shown in larger markets • No integrated marketing campaign • No global advertising campaign In an effort to increase demand and sales of its products products, Heineken began to analyze the need for a different marketing strategy. One of the main problems Heineken currently faces is that it is perceived differently in different markets. Although Heineken has always been marketed as a premium brand, it is seen in the United States and Asia as a beer reserved for special occasions rather than everyday consumption. In Latin America, the brand is seen as just one of many undifferentiated European imports. Making Heineken a global brand is necessary to provide a unique and similar experience to people from different countries and societies. To create and promote the development of a global brand, we must take into account the current development stage of each region and country. In developing markets such as Africa and Eastern Europe, a push strategy is desired. In established markets such as Northern and Central Europe, the North A...... middle of paper ...... on pleasant and personal social conditions such as meals, parties and special places. Heineken taste is based on five values: taste experience, balanced taste, foam, advertising and packaging. We provide a brand strategy that takes into account the brand's capabilities and competencies, the strategies of competing brands and the experience perspectives of consumers in their respective fields. companies. As an international brand, the challenge is to stay in touch with local customers. We will overcome this problem by adapting the marketing strategy to local needs using a variety of standardized marketing mixes and a tailored marketing mix..