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Once the decision has been taken
to seek cooperation with a big brew
ery, then Mr Rijkens has found that
ffeineken is almost always the first
name to be mentioned. "We may not
be the world's biggest brewery group
but we are certainly the most inter
national and that undoubtedly has a
positive effect."
However, the international char
acter of Heineken and the undeniable
quality image of the Heineken brand
are not the only factors that carry
weight. For many years Heineken
employees have travelled throughout
the region to build up customer
relationships. As Mr Rijkens explains,
doing business with countries in Asia
calls for a totally different approach.
"In that region you only get down to
business after you really know each
other well. You needn't expect any
result at all from your first visits."
Thanks to its familiarity with what's
going on in the region and with the
most important players, Heineken has
built up an excellent relationship with
the people in the brewing world
there.
Analysis
The first years of the 1990s decade
were also used to strengthen the
relationship with APB. "Since then,
APB has become the strategic vehicle
for Heineken in the Far East.
Heineken is also providing more
assistance and transferring more
know-how by participating in the
management of APB as well as its
subsidiary companies. Another aim is
to build the Heineken brand further
in Asia."
WORLD
HEINEKEN
