Business Case Studies, Growth Strategies Case Study, Heineken in Russia

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Growth Strategies Case Study

Case Title:

Heineken in Russia: The Growth Strategies

Publication Year : 2004

Authors: Shalini, Sumit Kumar Chaudhuri

Industry: Home Appliances and Personal Care Products

Region:Netherlands Russia

Case Code: GRS0036

Teaching Note: Not Available

Structured Assignment: Not Available

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In the 1990s, the Netherlands-based beer producer, Heineken was operating in 170 countries across the globe. The rapid growth of the Russian beer market since the mid-1990s prompted Heineken to establish its presence in Russia. In 2001, Russia became the fifth largest beer market in the world and in 2002, Heineken forayed into Russia by acquiring the fourth largest Russian beer company, Bravo International. Despite the ban on beer advertisements imposed by the Russian government in 2004, Russia's strong growth potential encouraged Heineken to make further investments in Russia by setting up a beer brewery in the Urals.

Pedagogical Objectives:

  • To discuss the market entry strategies of Heineken in Russia
  • To discuss the company's plans to establish itself as a leading player in the highly competitive beer market of Russia.

Keywords : The global beer industry; The Russian beer industry; Ban on advertisements in Russia; Potential growth of the Russian beer industry; Growth Strategies Case Study; Heineken's expansion strategies in Russia; Major players in the Russian beer market; Bravo International Inc.; Heineken's acquisitions in Russia

Contents : 
About Heineken
The Russian Beer Market
Major Players in the Russian Beer Market
Heineken in Russia
Bravo International Inc
The Alcohol Production
Financials of Heineken

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