Company Profile Heineken is one of the largest beer brands in the world. In addition the company has more than 165 international. In this company the main aim is to have a worldwide best brand portfolio and be the leading brewer. Today beer is widely available and enjoyed in most countries and cultures all over the world. Heineken is one of the largest companies in a global network of distributors and breweries. In addition, Heineken manufactures the world’s most popular beer brands. The headquarters of the company has both centralized and decentralized organization to enhance global marketing. Specific guidelines have been put up to provide the face of the brand with fundamental values and add value for local marketers. The company has an executive board that creates and implements the corporate strategy and manages all companies related to it. The board members are appointed by shareholders of the company who ensure that the company’s strategies are enacted. The company aims at striking equilibrium between the various managerial positions within the whole conglomerate. Promotional events of the company entail incorporation of the various managers’ submission of budgets and strategies in the specific market spheres. These are then viewed by the headquarters to allow for consistency in Heinekens international advertising. Product Name The name of the product is Heineken beer. Heineken has a cooperate culture whereby it enables the organization to adapt and integrate into the culture in which they will be operated. Heineken’s name is picked after being viewed as an integral part of the societies it is present. Much value is put on respect, honor and understanding the socio-political nature and the local culture consuming the product. History In Central Europe, Heineken is the largest brewery; it has a number of brands that are well marketed. Heineken is usually marketed around the world as a premium brand; in terms of price towards the customers (Sharon 300). The company adopted the laid down ideology of the Dutch Corporate Governance Code (Ashish and David 34). The company has a strong foothold in the european markets that account for almost half of its revenues. Information According to a study done by Project Come it proved that the brand’s uniqueness arises from a strong foundation that comprises of various unique attributes of the Heineken brand. It was evident that the Heineken beer brand was loved and adored by many consumers due to these unique characteristics. The ingredients of the beer mainly include, hops water and yeast. All these are supplied by farmers nearest to the production plant. Target market The target market of the brand is wide with much focus put on the youth above eighteen years of age. The brand is also widely found throughout Europe, Africa and America. A higher percentage of those who consume the product are middleclass individuals who enjoy their drinks in bars. However, in certain countries the beer is taken during occasions while others take it as a daily consumption beer (Heiat, Gross and Krumholz 1685). Strengths Heineken as a beer is produced on the high quality standards. The beer has attractive packaging that pleases the customer. Heineken is a lighter beer with less alcoholic content. The beer has a special unique taste. The form