Global Marketing Linsey Mendoza 05-27-2017

Introduction Beer business is the most growing global product in the market today Heineken is a company in existence since 1964 Its products includes: cider, beer, soft drinks and others The product we will focus on is sol beer that has gained global interest. Beer business has been rated to be the most growing business in the global market. This may be due to the way people I the current society have embraced beer taking which has caused it to be the third leading drink taken across the world. Heineken has been in existence since 1964 producing a variety of goods in the market among them being the sol spirit that is now penetrating the global markets fast. Sol spirit is distributed in many countries but the organization has decided to focus their energies in the southern countries of Africa to penetrate the new markets in the region. The region is not very much interested in the beer as the Europeans are but the organization has to ensure that the organization benefits or they go back home.

Product Description Sol is a spirit that aims youngsters in their 30s Now moving to the South Africa part of the world Believes in reducing the stress of life Affordable and well packaged Sol is a spirit that aims the younger working generation. They have segmented their market with the aim that they attract the working youths who have no responsibilities of bringing up children or even if they have, they spend much of their money to have a good life. The Heineken company explains that life is hard and complicated and that is why it offers the product to reduce the complicated conditions of life. They have made their product to be very affordable to the customers with rapid advertisements and to enable the product to penetrate the new market fast and strongly (Mathews & Lü, 2001).

Global Penetration Marketing strategies Well planning before implementation of the product will enable them to survive the new market The organization has to be careful on all aspects be they financial, the structure of the organization and planning techniques Penetrating a global market is not easy because it needs wider strategies and planning to enable it to be strong and compete more favorably with those it finds in the market. Planning well before implementing of the new market penetration. This will enable the Heineken organization to be able to understand what is t be done and how to do it so that they can avoid failing before they even start. The organization has to be careful on all aspects be they financial, the structure of the organization and planning techniques. This will enable it to go higher and be more competitive.

Strategies for Competition Adjusting their prices to be affordable Distribution channels for easy accessibility by the locals Research on daily basis to improve the product Understanding the possible risks and how to solve them The strategies that the organization can use to be successful in penetration of the product into their new market. The prices that are being used in the other countries have to be adjusted so that it encourages those who are interested in buying. The distribution channels that are to be used need to be steady and the best to ensure that sol beer is available in the whole nation at the same price for better sale and profitability. Having a routine research will enable the organization to be able to improve the product every time to make it more attractive and appealing to the buyers. The organization needs to understand the possible risks and benefits of penetrating into the new market because they will be able to understand what challenges may occur and how bets they can handle them.

Continuation Blocking the new entries in market by setting high standards Creativity and going out of the normal routine for better production Changing the design of the products to make it more attractive and likable Aligning all the strategies for better achievement The setting of high standers in terms of the quality, quantity, and packaging of the product enables the organization to block any product that may be interested in being used in the same market. Better production of the goods and services and going an extra mile to be creative will enable Heineken to be more competitive in the market. The product can be packaged differently after some time just to change the design of the product for better appearance and to attract new markets. Heineken should ensure that the strategies that have been set should be followed and work uniformly for better competition (Asche, 2006).

Conclusion The company studied was Heineken that brews beer for the world The product focused on is sol spirit which is gaining more market because of the marketing strategies The new penetration into the global market should be done well to avoid misunderstanding and failing In conclusion, Heineken is a company that has been in existence for more than sixty years. The organization has been brewing beer for the entire world and now it has decided to introduce a new market that cannot be spayed was not there but has been dormant especially with sol spirit. The marketing strategies that must be used by sol spirit department should embrace includes creativity, price variation, product identification and rapid advertisement for rapid market penetration. All the set strategies and planned goals should be aligned to ensure that all the set strategies are aimed at the same goal which is market penetration.

References Asche, F. (2006). Primary industries facing global markets: The supply chains and markets for Norwegian food and forest products. Oslo: Universitesforlaget. Mathews, G., & Lü, D. (2001). Consuming Hong Kong. Hong Kong: Hong Kong University Press.