This Report Contains the Research of the Internationalization of Heineken to the United Kingdom.

Summary

This report contains the research of the internationalization of Heineken to the United Kingdom.

Heineken is one of the biggest beer brewers is the world and in every company they operate in, they are either the 1st or 2nd market leader.

The companies readiness to internationalize was very prominent, and the grandson of Gerard Heineken (who started brewing in 1864) was the driving force to go international.

To learn more about the companies way of internationalization, we looked at different factors of the process. These factors are, among others, triggers and motivations. Porters diamond model, Porters five forces model and the SWOT-analysis were also used to clarify certain things. We have come to the conclusion that Heineken is doing very good in the UK-market, since they are the number one leader in the UK beer market.

We also investigated the United Kingdom. What is so interesting about the country? How much beer do the Brits drink? How much do they earn and spend? All very important to measure the success of Heineken in the UK.

Last but not least some recommendations were made to other similar companies that may want to pay the British beer market. What do they have to focus on entering the market and the country?

Content page.

1. Description of chosen company and country 5

1.1 Company……….. 5

1.2 Country 5

2. Decisions to internationalize. 6

2.1 Readiness of the company 6

2.2 Forces which played a part in the decision making 6

3. Motivations/triggers to internationalize 7

3.1 Proactive- and reactive motives 7

3.2 Internal- and external triggers Internal triggers 7

3.3 obstacles 7

4. Internal- and external analysis 8

4.1 National competitiveness 8

4.2 Competition in the sector 9

5. Decision to enter a certain host country 10

5.1 Political- and economical environment of the host country 10

5.2 Important trade blocks 10

5.3 Social- and cultural environment 11

5.4