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.

Managerially complex

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.


Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.