Frans van der Minne
sees lots of opportunities in new markets
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Two years ago the newly appointed export director Frans van der Minne talk
ed to The World of Heineken about his ideas and plans. Time for an update.
WIE/WS/?^
TRADE
We have to work closer to the
market, said Van der Minne
two years ago. With the
opening of an office on the Canary
Islands and an office in Hong Kong
he's proved he can act on his words.
"A number of markets in which we
are active have expanded in recent
years to become full-scale export
markets which require more market
ing attention. The Canary Islands and
Hong Kong are examples of that. In
addition, our export managers work
together a lot with Heineken's Cor
porate Marketing department."
"Besides this, there are clusters of
new markets in which we can score
successes through the traditional, pio
neering type of export approach. For
instance, countries in South America,
where we are now seizing our chan
ces following the liberalisation of
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