Market penetration[ edit ] In market penetration strategy, the organization tries to grow using its existing offerings products and services in existing markets. In other words, it tries to increase its market share in current market scenario. This involves increasing market share within existing market segments. This can be achieved by selling more products or services to established customers or by finding new customers within existing markets.
These changes range from mergers and acquisitions to changing consumer tastes and finally, to different branding strategies.
These activities are expected to continue over the course of the next ten years.
Heineken is one of the leading companies in the world's brewing industry in terms of the volume of sales and profitability. It has also one of the widest connections among other international brewers made possible through a global network of distributors and breweries.
Other top selling brands Heineken manages include. Heineken uses the name of both the company and its mainstream beer label, and its excellent marketing segmentation strategies has allowed the company to pursue an integrated marketing approach directly related to the company name.
However, the main questions remain. Does this strategy produce more effective results than the others in terms of Ansoff matrix in heineken company name recognition? Do the adopted strategies allow differentiation in the culture of the corporation to influence consumer choices?
Hence, the causes of this success must be investigated through a benefit and lifestyle study and lessons must be learned and derived from this study.
This study will also aim to increase the awareness and provide a better understanding of the issues and problems concerning lifestyle and benefits studies and in order to contribute an effective approach in addressing their problems.
Also, if effectiveness is supported, this study will be significant in developing underachieving multinational companies and organizations as productive and effective entities in the Ansoff matrix in heineken. Research Questions Specifically this study will address the following questions: What specific alternatives or measures can be done to help improve the market segmentation strategies of underachieving multinational companies and organizations?
Assumptions The research will be based on the following assumptions: Limitations Time will be the greatest limitation to this research, which could hinder long-term outcome objectives.
Environmental factors, such as socioeconomic status, will not be controlled, and this could create many variables within the research.
As this study will utilize a small sample of respondents, the results may not effectively represent the general population. This is because conducting a research is like peeling the back layers of an onion—in order to come to the central issue of how to collect the necessary data needed to answer the research questions and objectives, important layers should be first peeled away.
With the said process, the researcher was able to create an outline on what measures are most appropriate to be applied in the study.
Then again, the research philosophy that is reflected in this study is positivism. With this research philosophy, a researcher prefers to work with an observable social reality in order to come up with law-like generalizations similar to those produced by the physical and natural scientistsand in this tradition, the researcher becomes an objective analyst, coolly making detached interpretations about those data that have been collected in an apparently value-free manner In addition, the emphasis is on a highly structured methodology to facilitate replicationand on quantifiable observations that lend themselves to statistical analysis In here, the assumption is that the researcher is independent of and neither affects nor is affected by the subject of the research ; Meanwhile, the second layer shows that this study has undertaken a deductive approach.
Accordingly, this approach has five sequential stages: Further, the deductive approach has a number of important characteristics.
First, this approach is a search to explain causal relationships between variables, which consequently leading to the development of a hypothesis. Second, it involves the collection of a quantitative data although it can, as well, use qualitative dataand these data are important to test a hypothesis that has been previously developed.
The third characteristic of a deductive approach is that it controls to allow the testing of hypothesis. However, one must remember that with this approach, it is important that the researcher is independent of what is being observed—that is, the researcher should be objective and not subjective—so that the principle of scientific strictness will be pursued, as this approach emphasizes scientific principles.
Finally, the deductive approach is generalization e. The respondents were interviewed with the help of a questionnaire.
Data Collection Data shall be collected from multiple sources, allowing for a number of different perspectives to be taken into consideration in the development of the recommendations. The data sources that will be examined include: This includes examining studies where customer satisfaction had been used either in a research or organizational setting.
Both technical articles and "how-to" articles were included in the review; An examination of the regulations and practices related to customer satisfaction in housing. Focus groups and interviews with the consumers. During the focus groups, participants will be asked about their perceptions and preferences regarding Heineken products.
Instruments used A self-administered questionnaire, or the type of questionnaire that was usually completed by respondents, was constructed by the researcher to gather the needed data To further enhance the study on the customer satisfaction, the researcher prepared a survey-questionnaire wherein the respondents graded each statement.Executive Summary Standard Chartered’s principal activity is providing banking and other financial services.
The Group’s operation are carried out through two divisions, Consumer banking provides credit cards, personal loans, mortgages, deposit taking and wealth management services to individuals and small and medium-sized enterprises. Shell Chemicals UK, The Directional Policy Matrix, A New aid to Corporate Planning, November Cited from Lancaster G et al.
() Essentials of Marketing, 4 th Edition, UK: McGraw-Hill Publishing Company Limited, Appendix one, p Combined with the other useful matrices and strategic growth models such as SWOT analysis, Porter’s five forces, BCG matrix and value chain analysis, the Ansoff matrix can be a very useful management and marketing tool (Stone, ).
TOWS Matrix BCG Matrix Heineken Strategy Analysis Presented by: Sangeeta Sarkar, Astrid Greiner, Sagari Sidana, Miraz Monga Thank You!! Drink Responsibly Ansoff. Cafe de Coral restaurant is in many ways a fast-food version of a traditional Chinese favorite served at most restaurants and reveal some interesting points about choices of foods made by a certain people, understanding what customers want is important in order for a restaurant to enhance their marketing strategies ().
In this tutorial you will learn how to create BCG Matrix in Excel. BCG Matix is a chart which show you potential of your company’s products. BCG stands for Boston Consulting Group – this company created this chart for the first time.