Heineken Mora

Ansoff

Market penetration

The cooperation between Heineken and Mora results in an existing product in an existing market called het Heineken Hapje. There are two main objectives to make this a successful cooperation:

1. Heineken penetrating into the frozen snack industry

2. Possibility for Mora to go abroad with their products

The entrance of the product contains a small risk for both companies since each one of the companies is familiar with, in Mora’s case, the frozen snack industry and, in Heineken’s case, being an international brand.

It is important to create a new customer experience even though it is an existing product in an existing market. Very important in this stage is your advertising, you have to convince the consumer to use your product instead of the competitor’s one. And since you are going international with this product it is useful to look at factors in advertising like culture and the market share of existing product in the corresponding country.

Porter

Cost leadership

Since Mora is already a manufacturer of frozen snacks they are able to produce at low costs which gains a competitive advantage in the existing market. They will maintain their factories and their staff is already recruited and trained to deliver the lowest possible costs of production. Heineken is also a very experienced company in international distribution and also their staff is recruited and trained to reduce costs to a minimum. By exploiting each other’s strengths they can execute the cost leadership strategy. We have to keep in mind low cost does not always lead to low price.

Treacy & Wiersema

Customer intimacy

Heineken and Mora are both companies who shape their products and services in a way that they will fit by the demands of their customers. To meet the customer’s specific needs they are doing a lot of research to be able to offer those specific needs to the customer so that they create customer intimacy. The better the company knows the...