The case analysis should be brief and concise, no more than four to ten pages, double spaced, plus a title page and a reference page. Please be sure to incorporate theories or concepts from class or other readings and reference them appropriately. The primary focus of Case 10 Heineken is as follows:

Chapt. 2: External Environment

Chapt. 5: Business Level Strategy

Chapt. 6: Corporate-Level Strategy

Chapt. 7: International Strategy

Additional reading and support docs:
•HEINEKEN ADDITIONAL READING.docx
•case10 Heineken.xlsx
•International Case 10 – Heineken.pptx

This PPt is offered as a support and research document. You are to perform additional research, use the Case

Guidelines doc for format, and create your own case analysis and NOT simply restate the information

provided. Citations are APA with 3-5 resources other than Dess and heavy penalties are issued for NOT

following the Case Study Guidelines.

Clear explanation of key strategic issues 20%
Valid arguments; analysis of company’s performance with relevant supportive detail 20%
Appropriate analysis, evaluation, synthesis for the specific industry identified 20%
Conclusions and recommendations are congruent with strategic analysis 20%
Proper organization, professional writing, and logical flow of analysis; APA formatting 20%