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 a competitor. 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 infrastructure which can be easily acquired today Heineken benefits from its own way of share knowledge what add value 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 substitutable or imitable and are the main selling power of those kind of brands. Concerning the product development, it cant be imitated but easily substitutable. 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 To the Next Level...) for an efficient organization which remains valuable and inimitable. Also, the Heineken Talent 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 and transportation are facilitated by its own systems that remain inimitable for the competitors (but substitutable as for the cooling systems) Finally, the last remaining competence are the intangible assets. The Heineken intangible assets are valuable, inimitable and non-substituable. The brand name and and the differents patents the set make it competitive and hardly copied by competitors.