1. Final Group Project: Case heineken
Kiira Virolainen, Saila Ylisirniö, Dinh Le & Dani Lappi

2. agenda
Research question: Do different institutional and cultural contexts influence Heineken’s marketing strategies ?
The different cultural and institutional environments in Finland and Vietnam
Comparison
Integration / responsiveness framework

3. Cultural and institutional context in Vietnam

4. Cultural and institutional context in Finland

5. Cultural and institutional context comparison
Vietnam
Finland
Low regulation environment
8,7L of pure alcohol per capita (WHO, 2015)
Of which ~94% is beer (World bank, 2015)
Target: businessmen & football fans
Alcohol is relatively cheap
High regulation environment
11,9L of pure alcohol per capita (WHO, 2015)
Of which ~46% is beer (WHO, 2010)
Target: more for everybody
Alcohol is relatively expensive
As a part of the regulatory environment – explain legal drinking age, where alcohol can be bought, at what hours, what regulation there is regarding advertising

6. Global standardization – local responsiveness framework
Where would you put heineken?