JORNADA LINK

CASE HEINEKEN

Part 1
We have so many tasks and problems to solve in our daily lives, don't we?
We're going to list some activities and issues you'll have to deal with throughout your
week, and we want to know how you would organize yourself to ensure that
everyone is taken care of or addressed.
We have selected 5 recurring problems:

1. An Order did not arrive

A customer sent an email saying that the order for Heineken Long Neck, which is the
SKU (Stock Keeping Unit) to be on sale next weekend, was not delivered on the
scheduled date.

2. Marketing action during Libertadores

AMSTEL Team says that it has a budget to carry out a "buy and win" action with a
Digital customer and wants to know if any of its customers are interested.

3. Credit Policy
A customer wants to place a high-volume order, but does not yet have a long
purchase history with HEINEKEN, and also has a low credit limit. No increase.

4. Lack of volume
We have an order for Devassa Can in hand, but we have exceeded the quota volume
available from the factories for our channel this month. Without a quota, we cannot
deliver the order.

5. Innovation
We have up to 15 minutes to present new delivery solutions to our board, and we are
looking to take full advantage of the cold beer delivery model. Our director wants to
know what options we have and what our focus would be.
 JORNADA LINK

CASE HEINEKEN

Using this background information, your challenge is:

a) Put the problems presented in order from Most Important to Least Important.

b) Justify the reason for your classification and explain in no more than 1500
characters how you addressed each of the topics.

Part 2
From the information organized in part 1, your challenge now is:

a) Propose an Action plan to leverage Heineken's digital sales performance. You

have a budget of R$200,000.00 to carry this out.

b) Your analysis must be presented in English in a 1’ (one-minute) video.