4.3 Price
4.3.1 Pricing objective of Heineken – using maximize current profit that below:
Heineken brew beer with natural ingredients. They use the predominantly barley, highest cereals, for brewing, and hops for flavor and bitterness. They need to access to high quality, adequate raw materials at an acceptable price. Their partners, maltsters that malt the barley and the farmers that grow the crops need to be convinced that Heineken disburse them at a fair price and support them over the long term. Making a dedication towards superior local sourcing and providing agricultural training and support, authorizes local farmers economically (greater guaranteed sales and better crop yield) and diminish both the cost and environmental impact for Heineken.