Heineken has a lot of clients al over the world. A lot of people buy Heineken because of the great taste of the beer, but other people buy the beer because of the brand. The consumers expect Heineken beer of a good quality. The sales of the Heineken beer is dependent from the consumers. Also the supermarkets, like Albert Heijn, Jumbo , Hoogvliet, Dirk van den Broek and Plus could have influence on the price of the Heineken beer.
If they think the price is to high they would not buy the beer , and so also the client will not buy the beer. So the relation between Heineken and the supermarkets has to be good.
65% of Heineken sales is the sales on the supermarkets. The other 35 % is the sales to the restaurants, bars and other catering industry.
Also the government is from big influence on the sales of the Heineken beer. The government wants to regulate the alcohol use so they made rules of a minimum age to buy alcohol. With tv commercials of the government the clients can also been influed on their behavior with alcohol.
The taste of the consumers changes so Heineken has to change also. For example, consumers always liked the premium beer, but this changes and they like the special beers. So Heineken has to prepare for this kind of happenings.
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