VRIN resources analysis

In that part we will discuss about the Heineken values. Indeed, in order to be competitive,
these values must respect at least one of the following characteristics : Valuable,
Rare, Inimitable or Non substitutable. It will define the power and impact that they have
on the Heineken market position as acompetitor. Concerning the Heineken competences,
they stay valuable in the whole.

In this competences, the knowledge sharing is globally valuable and inimitable

; indeed except from the ICT infrastructurewhich can be easily acquired today Heineken
benefits from its own way of share knowledge what addvalue to the brand. On the other
hand the marketing and branding strategy is
mainly valuable

This resource stays valuable : commercials just add value to the Heineken brand but
are easily substitutableor imitable and are the main selling power of those kind of brands.
Concerning the product
development, it cant be imitated but easily substitu
table.One of those other values are the capabilities. First, the leadership appears

valuable and inimitable

;Heineken managed to set its own way of teaching management (Heineken University,
Bring Heineken Tothe Next Level...) for an efficient organization which remains valuable
and inimitable. Also, the HeinekenTalent and innovation remains just valuable as synergies
and acquisitions are accessible for competitors.Concerning the Heineken tangible assets,
they are
mainly valuable and inimitable
; Production andtransportation are facilitated by its own systems that remain inimitable
for the competitors (butsubstitutable as for the cooling systems)Finally, the last
remaining competence are the intangible assets. The Heineken intangible assets
arevaluable,

inimitable and non-substituable

.The brand name and and the different patents the set make it competitive and hardly
copied by competitors