하이네켄

_SLIDE_1_ _SLIDE_2_ 1. Contents 1. Introduction 2. Situational Analysis(SWOT) 3. STP 4. 4P _SLIDE_3_ 1. Introduction _SLIDE_4_ 1. Introduction Company ? Brand Core Vale - Client-Oriented Brand - Social and Emotional Environment - Represent Personality _SLIDE_5_ Products ? Features - SIZE ? 330~355ML (KEG-5L) - ALCOHOL ? 5% - ORIGIN ? NETHERLANDS _SLIDE_6_ 2. Situational analysis (1) Strength (2) Weakness (3) Opportunity (4) Threat _SLIDE_7_ 2. Situational Analysis SWOT _SLIDE_8_ Strength (1) Strength ? High degree of brand awareness 87% 2. Situational Analysis _SLIDE_9_ Strength (1) Strength ? Favorable brand image 2. Situational Analysis _SLIDE_10_ Weakness (2) Weakness ? Plain taste “Heineken has no distinctive taste “ “ I drink Asahi because of its good taste!! But the Heineken is ……. “ It can be a great weakness to Heineken 2. Situational Analysis _SLIDE_11_ Weakness (2) Weakness ? High price 64% 13% About o…
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