GROUP 10 : HEINEKEN ANALYZING PUBLICS ACTORS

- Media publics: includes newspapers, magazines focusing on mens daily topics

(sport, business and investment, technology) and on youngsters life style (music,
movie, cultural events). Heineken also has its creative and impressive
advertisement broadcasted on TVs. Heineken should continue to create more
advertising clips that bring a unique surprise to consumers and fit the slogan It
could only be Heineken. Besides, Heineken should keep its appearance on
news and recreational websites for men.
- General public: Heineken International currently sells over 170 types of beer
and many of which is frequently regarded as the most premium beers today. On
other activities, Heineken has been one of the main sponsors for internation
championships such as UEFA Champions League, Rugby World Cup and
Heineken Cup. Besides, many events on music, movie and festive were also
held by Heineken.
- Local publics: Through health programmes, local sourcing initiatives,
employment opportunities and direct financial support Heineken have a long
history of contributing to the communities in which it operate. They have
sponsored for more and more local cultural events like Heineken Countdown in
Vietnam.
- Government publics: Heineken may want to pay attention to some typical legal
problems such as spent grain regulation, food safety, alcohol advertising and so
on. Other regulations or laws which need to be concerned relates advertising on
TVs. More specially, Heineken has to ensure that its advertisment has no
conflicts with local cultures, has no bad influence on teenager, or doesnt violate
the intellectual property law.
- Citizen-actions publics: Citizen groups often concern about water and energy
efficiency of breweries and warehouses and employees working environment at
beer-producing companies like Heineken. The company should clarify and public
information on these problems on its website, outer packaging. Heineken also
can have its public relations department stay in touch with consumer and citizen
groups.
- Internal publics: Heinekens policies safeguard employees' and its Code of
Business Conduct defines how each employee is expected to behave when
acting for or on behalf of Heineken. Heineken has set it own standards for
accident-at-work control, conducted yearly survey on the implementation of Code
of Business Conduct, organized yearly volunteering activities for employees.
- Financial publics: Heineken has connections with reputational banks

GROUPS MEMBERS
1. Thi Mnh Cng MSSV: 1111250037
2. Nguyn Vn c MSSV: 1111250007
3. Nguyn Trung Hiu MSSV: 1117250022
4. Ngn B t MSSV: 1112250013