20 tinued that work as part of a team consisting of staff from all sorts of dis ciplines: production, marketing, finance, legal affairs and export. The study resulted in a 'mission scope' statement which mapped out all the ideas for the years ahead. Countries like China, Vietnam and Thailand played a central role in that 'mission scope'. Those were countries in which lleineken would have to seek some of its expansion via APB. But there were even more countries on the list. One of them was India. "India is a poor country but, of the estimated population of 850 million, 100 million have a reasonable in come. That offers a certain potential." Heineken had long been interested in activities in India, but restrictions in the areas of trademark law and investment policy had put the brake on Heineken's initiatives. Now that those obstacles have disappeared, Mr Bijkens can see prospects for Heineken in that enormous country. Approach During the years when Heineken was preparing for its expansion in Asia there was still no question of making an approach to the local breweries. "Beer markets in many Asian countries are monopolistic. In the 'eighties the brewers there were certainly not looking to cooperate with one of the world's big breweries. They had been operating very suc cessfully for decades and saw no reason to change that situation. Slowly but surely, however, the realisation grew that in the future a number of international brewing groups and a number of global beer brands would start to dominate the world beer market. Many breweries in Asia now see an alliance as essential". THE WORLD OF HEINEKEN

Jaarverslagen en Personeelsbladen Heineken

World of Heineken | 1994 | | pagina 29