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COSe 9 F"'lr,:ni*,r;rh;**'i'' In January 2011, Dutch brewer Heineken announced the much improvement in the company's performance. Pr_:': acquisition of five breweries in Nigeria as pafl of its plan to the appointment of Ruys in 2002, Heineken had bes: to expand in one of the world's fastest growing beer mar- run by three generations of Heineken ancestors, u-hts kets and Africa's second largest. The purchase raise the portraits will still adorn the dark-paneled office of the CEr_ firm s market share to approximarely 68 percent, giving it a in its Amsterdam headquarters. Like Ruys, van Boxmet: substantial lead over its competitors. Nigeria s beer market faces the challenge of preserving the firm's famiiy-drirsr has grown at an annual rate ofabout 9 percent over the past traditions while trying to deal with threats that have ne-.:: 10 years, and growing in the counhy have provided sales a been faced before. dominant share of Heineken's profits inAfrica. Confronting a Globalizing Industry The move came on the heels of the acquisition of a Heineken was one pioneers of the of an internatiLriil Mexican brewer, FEMSA Cervesa. for about $5.4 billion strategy, using cross-border deals to expand its distr:'-- in 20 10. The deal made the firm a stronger. more com- tion of its Heineken, Amstel. and 170 other beer brands ,n petitive player in the Latin American beer market, which more tlan 150 countries globe. years. around the For il :,'i: has also become one of the most profitable and fastest been picking up small brewers frori several iountrie. , growing markets in the world. lt allowed the firm to add add more get brands and to better access to new mark:lr. FEMSA's beer brands, such as Dos Equis, Sol, and Tecate, From its roots on the outskirts of Amsterdam. the firm to its already vast array ofofferings. -- Heineken had already evolved into one of the world's largest brewers, opeftlllr been dishibuting these beers in the United States,...