This document covers Assignment A until D for the Course digital writing. It covers a private and public organisation. This portfolio has received the average grade of an 8.3
,Table of Contents
Assignment A: Part 1..............................................................................................................................2
Assignment A: Part 2..............................................................................................................................6
Assignment B........................................................................................................................................12
Assignment C........................................................................................................................................16
Meta-Analysis Assignment C.............................................................................................................19
Assignment D........................................................................................................................................21
Meta-Analysis Assignment D............................................................................................................24
Reflection.............................................................................................................................................26
1
, Assignment A: Part 1
Private sector organisation: Heineken
The Organisation
Heineken is a Dutch brewing company located all over the world. Heineken started when
Gerard Adriaan Heineken bought his first brewery back in 1864. According to the Heineken
website, in order to be successful, Gerard Adriaan Heineken needed to take the risk. He was
only going to brew lager. Nevertheless, the risk played off, and a year later, another brewery
opened. Besides being a well-known brewery in the Netherlands, in 1993, Heineken was first
imported to the United States of America. In 1968, Heineken merged with Amstel resulting
in a 55% increase in market shares. Nowadays, Heineken has more than 300 brands, 165
breweries and sells to 190 countries.
The Branding of the Organisation
Heineken states that "We build true human connections and break down barriers because
we believe great moments shared together are the best in life". Their company's core value
is people. Heineken's strengths are based on trust, variety and progress. They constantly
encourage people to consume in a responsible manner, as they care about the community
and work hard to minimise their environmental footprint. They collaborate with their
customers and partner to achieve mutual growth, a victory with honesty and fairness.
Heineken's brand values are the passion for quality products, respect for the planet, the
people living on it and the enjoyment of life. Moreover, Heineken states that they are
“convinced that staying true to oneself and adhering to these commitments, they create
value for their stakeholders”. This can be seen in their values mentioned above. Therefore,
when looking at their products and advertisement, it is to be believed that they indeed
uphold their values. Furthermore, being true to oneself can indeed help the company’s
relationship with its stakeholders. Stakeholders are then not faced with (negative) surprises.
The Voice of the Organisation
Heineken's voice is relatively informal, and it is positive and friendly. They do not use difficult
jargon, and sentences are explained. They use personal pronouns like we and our frequently
in their stories. Heineken has been on the market for more than 150 years, but its voice
2
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