Identify strategic alternatives that create value for Heineken. Which ones are focused on internal growth and what do they offer to the company? What are the drawbacks of these strategies? Which ones are focused on external growth and what do they offer the company? What are the drawbacks of these strategies?

How would you use a decision matrix to identify the leading alternative? Explain how you determined the values used to distinguish between each option. What about the matrix, if anything, may be limiting in its use value to an analyst or decision maker.