Introduction
Heineken is one of the largest alcoholic beverage makers in the world. Beer is the main product that earns the maximum revenue and maximum profit for Heineken. Beer industry is the largest in the world in the alcoholic beverage industry. As estimated in 2013, beer industry globally is more than $500 billion dollar industry (Huffington Post, 2013). There are thousands of microbreweries and local players in this market. Still the top 10 players control more than 60% of the market share. However, the beer market has reached a saturation point in most part of the developed world, and hence the ...