Resources and capabilities Value Rare Inimitable Organizational Competitive

support implication
Global brand Yes Yes Yes Yes Sustained
· Through major investments in festival sponsorship and sport events, the Heineken brand has competitive
produced a wide variety of distinctive secondary brand associations. By supporting the UEFA advantage
Champions League, Heineken attracted new digital customers (Fleming, 2020)
· Due to the result of the acquisitions, it has made in the past, Heineken owns a major number
of leading brands in many industries, such as craft beer, premium beer, cider and low- and
non-alcoholic beer (Bergen, 2020)
· The Heineken premium beer is sold in almost every country and is the most premium beer
brand in the world (Heineken, 2020).
· Heineken use its various marketing campaigns to create ext. (Heineken, 2021) ordinary
brand experiences to distinguish themselves from other brands (Bergen, 2020). The slogan
“when you drive, never drink’’ is valued by many customers (Bergen, 2020).
Value to customers Yes Yes Yes Yes Sustained
· Heineken strives to deliver premium products that focus on customer needs (Heineken, competitive
2022). Moreover, creating new innovative products that go beyond beer while taking a digital advantage
approach into account to create unique experiences (ibid).
· Heineken provides choices and transparency regarding the ability to choose for a 0.0
alternative beer. Heineken is supporting their message of responsible consumption and
moderation (ibid).
· Heineken strives to provide low carbon emitting fridges to all its customers by 2027 (ibid).
Supply chain Yes No No Yes Sustained
· Heineken distributes their beverages everywhere in the world. Through collaborations and competitive
acquisitions, Heineken brings their products to existing and to new markets (Heineken, advantage
2022c)
· Heineken prioritizes lowering the amount of water used to produce and the investment in
water waste treatment plants (Heineken, 2022b).
· Heineken strives to have an impact on a sustainable distribution of their products (Heineken,
2021). Even in the brewing and agriculture process there are multiple initiatives to be more
sustainable (ibid).
Product quality yes yes yes yes Temporary
· Heineken’s fresh, fruity scent gives it its characteristic flavor, which makes the beer unique competitive
(TimeOut, 2016) advantage
· Heineken brews its beer in horizontal tanks rather than the standard vertical tanks to make
sure the yeast stays at perfect condition giving it its unique taste (TimeOut, 2016)
· Though design and sustainable innovation Heineken focuses on providing a distinctive and
visible sustainable product (Heineken, 2021).

Organizational Culture yes yes no yes Sustained

· Heineken’s most important aspect is to motivate, develop and grow their employees competitive
(Heineken, 2020) advantage
Technology development Yes No No Yes Sustained
· Heineken focus on the implementation of virtual- and augmented reality, Internet of things to competitive
make life easier for customers and staff members (Heineken, 2022a). advantage