Heineken (positioning)

Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers. HNV is considering if its flagship Heineken brand and other brands it housed within the Spanish market (Amstel and Cruzcampo) were positioned effectively to reach the most important target markets. HNV considers whether it should maintain its current positioning strategy or tweak it to better meet changing tastes and behaviors.

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Managerially complex

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