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[국제경영] 하이네켄의 국제시장 진출 전략(영문)에 대한 자료입니다.
목차
1.Case Summary
2.Assessing Foreign Markets
3.Types of Entry Mode
4.Entry Mode of Heineken
5.Entry Mode of Competitors
6.Recommendations
본문내용
In 2003 Heineken bought Egypt’s sole brewery, which brews a popular line of nonalcoholic beer that can be marketed by Heineken to the 1.3 billion Muslims around the world.
Each country has different regulations about trade, such as taxation, so companies may change their entry mode according to the government’s policy.
ADVANTAGES
Relatively low level of financial exposure
Gradual speed of entry
DISADVANTAGES
Lack of presence in the local marketplace
Vulnerability to trade barriers
Potential problems with trade intermediaries