[Type text] Heineken Vietnam Brewery [Type text]

MKTG1205 Marketing Principles

Situation Analysis report:

Heineken Vietnam Brewery
Beer

MKTG1205 Marketing Principles 1 Group 3

[Type text] Heineken Vietnam Brewery [Type text]

TABLE OF CONTENTS
Heineken Vietnam Brewery Beer...........................................................................................................................0

I. SITUATION ANALYSIS:................................................................................................................2
1. Company Description:....................................................................................................................................2
2. Product Description:.......................................................................................................................................2
II. MARKETING ENVIRONMENT:..................................................................................................2
1. Micro environment:........................................................................................................................................2
1.1. The company:...........................................................................................................................................2
1.2. Suppliers:.................................................................................................................................................2
1.3. Marketing Intermediaries:.......................................................................................................................3
1.4. Customers:...............................................................................................................................................3
1.5. Competitors:............................................................................................................................................4
1.6. Public:.....................................................................................................................................................4
2. Macro environment:.......................................................................................................................................4
2.1. Demographic factors:..............................................................................................................................4
2.2. Economic factors and Natural forces:......................................................................................................5
2.3. Technological factors:..............................................................................................................................5
2.4. Political factors:......................................................................................................................................5
2.5. Cultural factors:......................................................................................................................................5
III. SWOT ANALYSIS:..........................................................................................................................6
IV. STDP ANALYSIS:............................................................................................................................7
1. Segmentation:................................................................................................................................................7
2. Targeting:........................................................................................................................................................8
3. Differentiation:...............................................................................................................................................9
3.1. Product:...................................................................................................................................................9
3.2. Services:...................................................................................................................................................9
3.3. Distribution:............................................................................................................................................9
3.4. Image:......................................................................................................................................................9
4. Positioning:...................................................................................................................................................10
4.1. Positioning map:....................................................................................................................................10
4.2. Value proposition:..................................................................................................................................11
V. CONCLUSION:..............................................................................................................................12
VI. REFERENCE:................................................................................................................................12

MKTG1205 Marketing Principles 2 Group 3

[Type text] Heineken Vietnam Brewery [Type text]

I. SITUATION ANALYSIS:

1. Company Description:

The Heineken International was first established in 1873 in Dutch by Gerard Heineken. And after
over 140 years, it has managed to expand globally to the other countries including Vietnam. 1991 is the
important timeline when the Heineken Vietnam Brewery Limited Company (Heineken Vietnam
Brewery) was established. Its aim is “to be the leading, proud & responsible brewer in Vietnam” and it
values “respect for People & Planet, Enjoyment, Quality, Passion for Winning”. Heineken Vietnam
Brewery’s members council including Chairlady Le Minh Trang and Vice Chairman Frans Erik
Eusman. Heineken Vietnam’s breweries consist of the innovative one in District 12, and other
breweries in Da Nang, Quang Nam and Tien Giang. The company is known as the producers of the
following name of beers: Heineken, Tiger, Tiger Crystal, Biere Larue, Biere Larue Export, Desperados,
BGI and Bivina.

2. Product Description:

The beer Heineken is hoped by the brand to function as the type of drinks that friend enjoys
together. The most important ingredient that characterized the rich taste of Heineken is the A-Yeast.
The other special features of Heineken beer consist of the fact that beer is fermented in horizontal tank
and also, the beer will be brewed for 28 days. Heineken beer has always been known for its signature
green bottle and the red star at the centre. In Vietnam, Heineken has been spending thousands of VND
on establishing connections. With the strong growth and the increased production in Vietnam, Heineken
becomes the second most profitable beer market in country. Heineken has been a popular brand in
Vietnam since it is the promoter of many huge events such as music concerts or football championship.

II. MARKETING ENVIRONMENT:

1. Micro environment:

1.1. The company:

There is no doubt that Heineken is strong and successful brand in Vietnam as well as all over the
world. In order to accomplish currently achievement, the executive board of Heineken have to have an
extensive view about Vietnam market and set up the suitable marketing strategies to become one of the
most iconic beer brands in Vietnam. Heineken Vietnam Brewery Limited Company (Heineken Vietnam
Brewery) which is recognized as the most modern brewery in Southeast Asia and considered to be the
most effective enterprise is located in Ho Chi Minh City, Heineken also operate 3 manufactures in Da
Nang, Quang Nam and Tien Giang province. In 2014, the total economic contribution of Heineken was
20 trillion vnd accounted for 0.5% of Vietnam’ GDP (HeinekenVietnam). Heineken not only impress
customer by the unique taste and the reasonable price of the product but also due to their contribution
including organize and sponsor for many international events. Furthermore, they expend 10.9 million
vnd in donation, thus, Heineken always be the top beer brand for the Vietnamese customers
(HeinekenVietnam).

1.2. Suppliers:

In term of suppliers, the vast majority of raw materials are locally sourced, for instant packaging
consist of glass, cans and cartons, as well as rice husk which is utilized as fuel for our biomass boilers.

MKTG1205 Marketing Principles 3 Group 3

[Type text] Heineken Vietnam Brewery [Type text]
Furthermore, they discover local talents as well as take advantages of human resources from the host
nation. These, however created favorable conditions not only in cost savings but also provide a huge
amount of jobs for local people accounted for 25,700 jobs (Heineken Vietnam). Recently, Vietnam’s
climate is unsuitable for growing the ingredients of Heineken beer such as barley, and, therefore,
Heineken Vietnam Brewery imports these ingredients to ensure the best quality for their product
(Heineken Vietnam).
1.3. Marketing Intermediaries:

Resellers & distributors:

Vietnam as known as the country with a beer- drinking culture, hence, Heineken with high quality
and good tasting product is easily become big player in beer market. Because of its popularity,
Heineken can be purchased from almost all the stores, restaurants, bars and the supermarket chain such
as Vin mart, Big C, Metro, and especially bar, all of these markets together make a great contribution to
the success as well as ensure business performance and compliance. For instant, “in 2015, Heineken
productivity increased by 64.5% from 2003 levels” (Heineken Vietnam).
Though, Heineken is popular and favorable in Vietnam, it should be vigilance over the Vietnamese
domestic products such as Green Saigon, Huda, 333, etc. and others newcomers if they expect to win
lucrative shares within the Vietnamese market.
Marketing services agencies
To convey the message and provide information to the customers Heineken’s choice consist of
making advertising, writing article in Thanh Nien and Vn exspress online newspapers, choosing HTV
channel to exchange of view and information (Heineken Vietnam). It can be seen that Heineken really
pay attention to their marketing strategies. For example, the number of dead people caused by traffic
accidents in Vietnam is moderately high; therefore, they spend 6.2% media on “Drink Responsibility”
program, which is such a meaningful and splendid project. Heineken also an impressive quotes such as
“It can only be Heineken” that always remind people of Heineken.
Financial intermediaries
Heineken Vietnam Brewery joints in venture between Singapore Headquartered Heineken Asia
Pacific Pte Ltd (HAP), and Vietnamese multi-corporation Saigon Trading Group (SATRA). The
shareholding between the two stakeholders is recorded that Satra holds 40 per cent while Heineken
Asia Pacific holds 60 per cent (talkvietnam 2016). The goals of this collaboration are maintain and
rise shareholders’ relationship as well as exchange of shareholders’ views and perspectives. Heineken
have a brilliant strategy when set up the types of shareholder in case it comes to the crisis, Heineken
can share the loss with its partner, not to suffer alone itself.
1.4. Customers:

Business markets, which buy product with the purpose for other production process, are not the
main target market of Heineken Vietnam Brewery because of the signature of beer – mostly serve
instantly rather than use for further process. Consumers markets include individuals and households,
which are the majority subjects of any beer company, but only contribute a small part because in reality,
most consumers buy this type of product through resellers like supermarkets, markets, restaurants,
clubs, etc. instead of buying directly from the producers Heineken. For that reason, Reseller markets
become probably the biggest customer markets among all. With food and drink product like beer,
manufacturers prefer reseller the most because these intermediaries will be responsible for selling the
product to each and every consumer so Heineken, despite lower profit compares to selling it directly to
consumers, will not have to worry about elements like time, expire dates, etc. Heineken Vietnam pays
MKTG1205 Marketing Principles 4 Group 3
[Type text] Heineken Vietnam Brewery [Type text]
attention to the International markets due to the fact that Heineken Vietnam Company soon realising
that the neighbour’s market in beer industry really needs to be invested like Myanmar, China, India,
Cambodia, Indonesia and Malaysia (Eusman – APAC President, Heineken). With the product:
Heineken beer, Vietnam has assembling most of suitable factors for this kind of product to develop in
terms of target customers such as young population, wide number of consumers, many resellers like
Vin mart, restaurants, etc.
1.5. Competitors:

Despite the new appearance in Vietnam, Heineken is considered as a strong competitor in beer
market and stay in the top 10 beer brands in Vietnam (Guide, 2011). Nam, 2016 stated that Heineken
Vietnam is the leader in the premium segment, alongside with big local competitors in beers such as
Sabeco – famous for 333 and SAIGON and Habeco – Bia Hoi Ha Noi. It is very difficult for a new,
foreign brand like Heineken to go against such traditional, old and long-time beloved Vietnamese
brands in Vietnam’s market. Sabeco and Habeco are original beer suppliers in Vietnam since 1950s and
ever since, it has contributed to create the traditional Bia Hoi street culture in Vietnam, so it is nearly
irreplaceable. However, Heineken still performs impressively because of its marketing, through which,
it becomes a wide known international beer brand and automatically becomes a chosen brand in
Vietnam (Trung, 2009).
Along with competitors in brand are competitors like substitute products such as wine or soft drink.
Beer and wine are both alcohol drinks, but it represented different style of dissimilar type of
consumers. Nevertheless, they are still strong competitors when targeting the middle age consumers,
especially in a developing country like Vietnam. For young adults, soft drinks like Coca Cola or Pepsi
are highly recommended and chosen instead of beer like Heineken, leading Heineken to a tough
competition in Vietnam’s market.
1.6. Public:

Local and Citizen-action publics affect Heineken Vietnam’s designing and manufacturing process
because it contains related elements to the residents and local communities in Vietnam. Internal
publics could be an advantage for Heineken Vietnam due to the large number of cheap labours.
Financial publics includes many investors and stakeholders like SATRA (40%), APB (60%) (N, 2016).
Government public impacts Heineken Vietnam mostly through the laws of foreign ownership, which
nowadays is attracting many foreign investors to Vietnam. Among all, the most focused publics are
Media and General – global images and news. Heineken has successfully popularize its brand
worldwide by creating a perfect image of the company, product with catching slogan “It could only be
Heineken”, promoting to publics through sport events like in Tennis Heineken Challenger or through
music events Thirst in HCM City and through major movies hits like 007, Matrix Reloaded, etc.
Because of the extra focusing on their brand image to the publics, the company in general has always
been influenced strongly by the Heineken brand and in fact, it is the key factors that create Heineken’s
major success in Vietnam market.

2. Macro environment:

2.1. Demographic factors:

Vietnam is considered a country with young generation since there are about 45 million people who
are in the age of 20 to 50, among the total of 93.5 million citizens in 2016 (Thegioibantin.com 2016).
The population growth is about 1%, which is quite stable. The gender used to be balanced but this has
changed because of people’s awareness about equality of gender. Nevertheless, the Vietnamese have a
strong male chauvinism; as a result, one family often has at least a son. As most of beer users are male,
Vietnam can be one of the strong beer markets all over the world.

MKTG1205 Marketing Principles 5 Group 3

[Type text] Heineken Vietnam Brewery [Type text]
Furthermore, the rate of people migrating from countryside to big cities is quite high because most
of them want to change their life for a better place with numerous potential. According to this, the
proportion of white-collar workers increases. Also, most business negotiates over the meal, where the
majority of drinks are beer and liquor. Therefore, the beer drinkers will rise accordingly. Plus, a large
number of alcoholic in Vietnam also increase beer consumers of Heineken.
2.2. Economic factors and Natural forces:

As mentioned, Heineken is sold most in supermarkets, shopping centres and restaurants for middle,
working-class and upper-class citizens, who have stable or high incomes. According to Đời sống và
Pháp luật (2016), GDP in Vietnam is around 2,200$ (approximately 50 million VND), which is higher
and gradually improved.
Since most Heineken beer in Vietnam is imported, the quality of beer is great guaranteed.
Additionally, the beer factories in Vietnam are extremely environmental friendly, which makes the very
good impression to beer customers.
2.3. Technological factors:

Internet is now one of the most important factors in everyone’s daily life, helping them access to the
mass world of information. In Vietnam, 54% of the population use Internet to interact, thanks to the
invention of high technology such as smartphones, iWatch, etc. As a result, this can be the strongest
marketing field for Heineken to reach to people all over the world.
Besides Internet, televisions are also considered a strong marketing field since elder people tend to
watch TV and listen to the radio more than using the Internet.
Eventually, Heineken has succeeded in using all these technological factors to promote their brand
and becomes the most well-known beer brand in Vietnam.
2.4. Political factors:

Since Heineken came to Vietnam, the company has followed Vietnamese legislation as a foreign
company, including paying taxes, avoiding counterfeiting, etc. This has gained reputation and
customer’s belief. However, legislation about alcohol concentration and legal age to buy beer products
is strict, according to VnExpress and Thu Vien Phap Luat relatively.
2.5. Cultural factors:

In Vietnam, people have strong filial pieties, respect friendship and other close relationships. They
tend to have a get-together meal every month, where beer is chosen to be one of their favorite drinks.
Vietnam has special culture called Bia Hoi, which people sit along the sidewalks and drink with friends
in the evening.
People in Vietnam, especially men, tend to have drinking habits, such as “If you do not accept my
drink, that is disrespectful”, “If you are not drunk, you cannot go home”. This starts from the feelings
of power and respect. Most of Vietnamese men consider their drinking tolerance as a standard
measurement, the more they can drink, the more respected they are. As a result, the amount of
Heineken beer sold in Vietnam becomes very potential.
As for women, they drink beer for better digestive systems, which leads to the considerable number
of females using Heineken.
The diagram below illustrates the most frequent beer used in Vietnam:

MKTG1205 Marketing Principles 6 Group 3

[Type text] Heineken Vietnam Brewery [Type text]

Figure 1: Reproduced from Vinaresearch (2012)

III. SWOT ANALYSIS:

Strengths: Weaknesses
. Heineken dominates beer market . Heineken import ingredients
in Vietnam with high quality and from others country, which
unique taste. means they have use the local
natural resources efficiency.
. Heineken has a well-known
reputation of brand and good . Their product cannot be sold
image that is recorded worldwide. directly to customers, benefit
become less.
. They have the most modern beer
brewery in South East Asia. . Their price could be quiet high
compare to Vietnam’s market.
. Heineken can have access to
huge amount of cheap local labor . Heineken can only target to
in Vietnam by placing their specific kind of consumers such
factory in the local area. as young adults male or middle
age male, with an appropriate
. Heineken has impressive and strategies, they can expand their
unique slogan, strong brand targeting segmentation to even
creates favorable image and stable female or older adults.
revenues in almost every market.
. Heineken has excellent
advertising commercial with
appearance of many international
stars and sponsorship initiatives
for many famous sport events in
Vietnam.

MKTG1205 Marketing Principles 7 Group 3

 [Type text] Heineken Vietnam Brewery [Type text]
Opportunities SO strategies WO strategies
. Vietnam has young population, . Numerous foreign investors into ·Approach customers through
which contains most of Heineken Vietnam. connecting activities and
Heineken’s potential customers. events.
. Impressive advertising that
. Internet and others media always reminds customers about ·Promotion campaigns to boost
forces spread in big cities and Heineken. sales and attract more
most of rural areas, as a well- customers to buy Heineken
known brand, Heineken can use . Create meaningful marketing product.
this as advantages to expand campaigns related to social issues.
their brand.
. Strong partnerships with
. Heineken is most likely quiet distributors and resellers.
suitable with Vietnamese
drinking beer culture.
. Vietnam is currently trying to
attract more and more investors
abroad in many different fields.
. Strong competitor versus
international beer brands.

Threats ST strategies WT strategies

. Rural area prefers the domestic . Commercial campaign about the . Start selling products directly
beer brand such as 333, Green maximum amount of beer to customers to reduce shipping
Saigon, etc. due to theirs consumers can drink a day. fee.
reasonable price, and traditional
brand that is more familiar with
everyone in Vietnam.
. Big gap in income between the
blue-collar and white-collar so
their buying power is different.
. Legislation about alcohol
concentration and legal age to
buy beer products is strict. Tax
regulations on this industry.
. People’s awareness about beer
since it causes numerous health
problems and sometimes death.
. Change in customers’ taste and
preference.

IV. STDP ANALYSIS:

1. Segmentation:

MKTG1205 Marketing Principles 8 Group 3

 [Type text] Heineken Vietnam Brewery [Type text]
Middle
Middle
Young Adults Aged Older Adults
Aged Male
Female
Geography Country Vietnam
Region Northern, Middle and Southern
Demography Age 18 – 22 22 - 35 35 – 55 > 55
Gender Male, Female Male Female Male, Female
Occupatio Students Students, White collars, white collars Official, retirees
n official and others and others
and
others
Income None or Low to High Low or Middle
Low (Part
time jobs)
Psychographic Lifestyle Free Busy with work and family Leisured
Personality Fresh, More Responsible Pressured Health
easy-going, mature, , pressured with family concerned
reckless enjoy life with work and work
Social Working class, Middle class, Upper class
class
Behavioural Benefit Try new Relax after work In family In family
experience meeting meeting or
s reunion
User Status First-time Regular users, Potential Nonusers or ex-users
users, users
Potential
users
Usage Rate Medium Heavy Light or Medium
Loyalty Not certain Loyal Not certain
Status

2. Targeting:

The targeting strategy used by Heineken is the Undifferentiated Marketing. It is because of

Heineken’s aim to become a premium type beer and they are confident that the taste of Heineken beer
will manage to satisfy all of the demand of these two types of customers.

MKTG1205 Marketing Principles 9 Group 3

[Type text] Heineken Vietnam Brewery [Type text]
Figure 2: Reproduced from CIA World Factbook 2014
Heineken Vietnam mainly focuses on the two target market which is young adults from 22 years
old to 35 years old and middle aged male from 35 years old to 55 years old. These two segments
become the target consumers for Heineken for several reasons. First, it is because of the young
population of Vietnam: most of the population fall into the range of 20 years old to 34 years old as from
the chart above. Therefore, the target market will be very big and it can be guaranteed that there will be
much more consumption. Secondly, Vietnam has a special drinking culture. It is when men, almost
every day, gathered after a hard-working day, drinking beer and chatting. This is the time when a large
amount of beer was consumed and a good opportunity for beer makers like Heineken. In conclusion,
targeting these two segments mean there will be much more potential consumers for Heineken.
The other targeting segments: young adults from 18-22 years old whose occupations are students,
middle-aged women and elders who are above 55 years old are probably much less beneficial for
several reasons. For students, it is because they haven't earned money yet and therefore their
consumption won't be as large. The next target - middle-aged women are tied down by the traditional
view: women shouldn't drink beer, which is still comment in Vietnam. And finally for elders, for people
in that age, health is a very important concern so they will tend to drink much less beer. In case the
elder do, they tend to stick with original Vietnam brand like 333 or Saigon instead of an international
and expensive brand like Heineken.

3. Differentiation:

3.1. Product:

The most special thing about Heineken’s product is probably the iconic red star symbol. This brand
imports its raw materials to ensure the best taste for the customers, which is what original brand likes
333; Saigon does not have in their product. In additional, Heineken has a very low level of calories
(99kcal) compares to normal beer product in Vietnam (155kcal) (BaoMoi, 2015 & popsugar, 2016).
3.2. Services:

Heineken Vietnam pays attention on their services more compares to other brand in Vietnam in order
to maintain their reputation worldwide. Heineken Vietnam organizes free tour trip for all customers
from industries, universities, organizations, etc. to visit their beer factory in Vietnam weekly.
3.3. Distribution:

One of the most important things that made Heineken well-known as these days is their channel.
Heineken is available in more than 70 countries and has always been called an international brand. In
Vietnam, Heineken’s products reach the customers through the system of hundred distributors and
thousands of dealers, restaurants, hotels, bars and others from Quang Binh to Ca Mau.
3.4. Image:

Focusing on image is the main marketing strategies of Heineken. Heineken has built an iconic green
bottle with the lone red star, along with that is the special letter ‘e’ in Heineken label, which looks like a
friendly smile to customers. The brand is advertised through connecting activities and events with all
customers such as prestigious and DJ music events – annual Heineken countdown at New Year Eve,
major sport events like football, tennis, etc. with international superstars in these fields, “blockbuster”
Hollywood movies likes 007, Kidnapping Mr. Heineken, etc. These promoting strategies have made
Heineken one of the most famous brands in terms of beer in customers’ mind. Heineken is also famous
for catchy phrases like “It could only be Heineken”, which comes along with very clever commercial
advertisement with famous guess such as Daniel Craig. Heineken Vietnam pays attention to promoting
their brand as a global famous brand but still friendly with the environment – through the commitment
MKTG1205 Marketing Principles 10 Group 3
[Type text] Heineken Vietnam Brewery [Type text]
to protect the local environment during manufacturing, associate with the drink responsibly program in
Vietnam, developing the entire communities, etc. In overall, Heineken has successfully in creating an
international brand with friendly, memorable images in Vietnam.

4. Positioning:

4.1. Positioning map:

Figure 3: Positioning map 1

Figure 4: Positioning map 2

Original Heineken provides balanced taste with 5% alcohol (Heineken.com 2016); however, it was
adjusted to 10% when fitting Vietnam’s market, which is still lower than Saigon Export (23.1%),
MKTG1205 Marketing Principles 11 Group 3
[Type text] Heineken Vietnam Brewery [Type text]
according to Brands Vietnam 2010. Tiger and Green Saigon is quiet light since they only have 3.1%
and 1.5% alcohol. The majority of Vietnamese beer users are blue-collar workers, and they prefer high
alcohol drinks. Hence, in Vietnamese beer market, Red Saigon is rather fancied while Tiger and Green
Saigon stay at the lower excitement side (Brands Vietnam 2010). Intellectuals, on the contrary, have a
preference for premium beer with lower alcohol to keep their heads stay cool for the jobs. This is the
reason why Heineken win white-collar workers favour.

Figure 5: Reproduced from Brands Vietnam 2010

Moreover, Heineken is a famous international brand advertised by many well-known celebrities,

which is said to be the sexiest brand commercials recently; therefore, it has higher prices than other
domestic beer products in Vietnam. According to Websosanh 2016, Budweiser is the most expensive
(more than 400.000VND/ keg) on account of fully imported product; whist Heineken only imports few
of its ingredients (365.500 VND/ keg). Domestic beer brands such as Bia Ha Noi and Saigon Export
have considerably lower price at 234.500 VND and 287.800 VND, respectively. As mentioned above,
with high price products, intelligentsia is the majority consumer, while manual workers tend to choose
domestic beer beverage.

4.2. Value proposition:

Price

Benefits More The same Less

More More for more More for the same More for less

The same The same for less

MKTG1205 Marketing Principles 12 Group 3

[Type text] Heineken Vietnam Brewery [Type text]

Less Less for much less

Heineken applies ‘more for more’ strategies, which means that with higher price, customers will
receive more benefits. The product is being sold at a higher price than most of beer in Vietnam market,
which was illustrated through positioning map above. Choosing such a global brand like Heineken
distinguishes customers to upper class. Furthermore, as mentioned above, Heineken provides a much
lower calories level, which reduces a lot of diseases such as diabetes II. It cannot be denied that
Heineken offers such huge benefits in both physical and mental health for customers.

V. CONCLUSION:

In Vietnam beer market, Heineken appears as an outstanding international brand. The company,
despite all the challenges fitting in the market with other rivals, still manages to match with Vietnamese
culture including macro environment and micro environment such as suppliers, customers,
intermediaries, technology, economics, etc.

Heineken is the most consumed beers in Vietnam in 2012. This success comes from the rich taste
and its particular marketing strategies targeting on Vietnamese drinking culture. Heineken differentiates
itself by promoting the brand through making commercials, social events and raising drinking
awareness. Thanks to aforementioned factors, Heineken has become one of the most preferable beer
brands in Vietnam.

VI. REFERENCE:

(No Date) Available at: http://thuvienphapluat.vn/van-ban/Giao-duc/Luat-tre-em-2016-303313.aspx

(Accessed: 8 November 2016).
(No Date) Available at:
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eu_cua_nguoi_Viet.pdf(Accessed: 4 November 2016).
(No Date) Available at: http://www.theodora.com/wfbcurrent/2016/vm_popgraph_2015.bmp
(Accessed: 8 November 2016).
Age gate (no date) Available at: http://www.theheinekencompany.com/about-us (Accessed: 4
November 2016).
COM, B.I. (2015) Lượng calo trong những loại đồ uống hàng ngày. Available at:
http://www.baomoi.com/luong-calo-trong-nhung-loai-do-uong-hang-ngay/c/16090588.epi (Accessed:
11 November 2016).
Guide, C.P. (2011) City pass guide. Available at:
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October 2016).
Hay, 10 (2016) Top 10 thương hiệu bia nổi tiếng tại Việt Nam. Available at: https://10hay.com/top-
list/cong-ty/top-10-thuong-hieu-bia-noi-tieng-tai-viet-nam.html (Accessed: 11 November 2016).
Home (2014) Available at: http://heineken-vietnam.com.vn/en/ (Accessed: 4 November 2016).
HomeBrewTalk (2016) What’s that off taste in Heineken? - page 2 - home brew forums. Available at:
http://www.homebrewtalk.com/showthread.php?t=261767&page=2 (Accessed: 8 November 2016).
HQ, B.B. (2015) Top 10 facts about Heineken. Available at: http://www.bestbeerhq.com/top-10-facts-
about-heineken/ (Accessed: 8 November 2016).
Jack (2016) Dân số Việt Nam 2016. Available at: http://thegioibantin.com/thap-dan-so-viet-nam-
2016.html (Accessed: 4 November 2016).
LET’S SEE SOME I.D (no date) Available at: http://www.heineken.com (Accessed: 4 November 2016).
MKTG1205 Marketing Principles 13 Group 3
[Type text] Heineken Vietnam Brewery [Type text]
N. (2016) Business. Available at: https://www.vietnambreakingnews.com/2016/10/vbl-raises-output-to-
2-8-million-hectoliters/ (Accessed: 29 October 2016).
Nam, S. (2016) Vietnam brewery becomes Heineken Vietnam brewery - news VietNamNet. Available at:
http://english.vietnamnet.vn/fms/business/161613/vietnam-brewery-becomes-heineken-vietnam-
brewery.html (Accessed: 28 October 2016).
SABECO (2007) .: SABECO:. TONG CONG TY BIA RUOU NUOC GIAI KHAT SAI GON. Available
at: http://sabeco.com.vn/ (Accessed: 8 November 2016).
Sathya, A.S., News, Ord, C., Images, G. and Festival, V. (2016) Heineken focuses on Vietnam beer
market, tiger as a growth brand. Available at: http://www.cnbc.com/2016/06/08/heineken-focuses-on-
vietnam-beer-market-tiger-as-a-growth-brand.html (Accessed: 28 October 2016).
Soffel, J. (2016) Why foreign investment in Vietnam is booming. Available at:
https://www.weforum.org/agenda/2014/05/foreign-investment-booming-vietnam/ (Accessed: 8
November 2016).
Sugar, J. (2016) Jenny Sugar. Available at: http://www.popsugar.com/fitness/Top-10-Highest-Calorie-
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MKTG1205 Marketing Principles 14 Group 3