Tiger Beer


A page should be written in an essay format for each case with: key market trends, central issues of the case, and strategic alternatives which can be suggested for the central issues.

Format: Arial Unicode MS 10, font 10, a single space.


The key reason for the acquisition of Tiger beer by the Dutch company Heineken was to gain an exposure to the emerging markets and improve their competitive position across the world. Asian countries like China and India are considered as the most attractive markets for international companies because of the improved potentiality of customers. Heineken considers acquisition as the best way of entering into the Asian market as the European market has become anaemic. The beer market in Europe and North America has reached maturity and the forecast showed that the market would remain sluggish between 2011 and 2016. However, the Asian market was expected to grow tremendously hence the move by Heineken to grab the opportunity of expanding in the East. Heineken has been increasingly interested in the emerging markets.