The Australian Beer Industry

4211 words 17 pages
Show More
Nick Mish
1952 Petten Street
Brisbane QLD 4000 25 August 2012
Mr R. Murray
Level 7, 68 York St
SYDNEY NSW 2000

Dear Mr R. Murray

As per your request I am submitting to you the attached report analysing XXXX Gold Beer in the Australian beer industry titled ‘XXXX Gold in the Australian Beer Industry’, due on the 3 October 2012.

The purpose of this report is to inform you of the company background, product attributes, promotional strategies including target market and marketing mix along with the pricing strategies for XXXX Gold Beer.

Our investigations suggest that XXXX Beer has good market share in the current Australian beer market. However, as outlined in the report falling consumption levels and …show more content…

PRODUCT STRATEGY 4 3.1 Product Type and marketing mix 4 3.2 Positioning strategy 4 3.3 Product type 5
4. PROMOTION STRATEGY 5 4.1 Promotional tools 5 4.2 Advantages and disadvantages 6
5. PRICING STRATEGY 6 5.1 Pricing objective and strategy 6 5.2 Perceptual map 7
6. STRATEGIC ADJUSTMENTS TO MARKERTING MIX 8
6.1 Adjustments to better suit the market 8
7. CONCLUSION AND RECOMMENDATION 7.1 Conclusion 9 7.2 Recommendation 9
References 10

1. Introduction 1.1 Authorisation and purpose
This report has been authorised by Mr R Murray CEO of Lion Pty Ltd. The purpose of this report is to provide information on the product XXXX Gold Beer in today’s market. The report includes information on the product, promotion, and pricing to assist with future product development and increase of market share.

1.2 Limitations
Information over load has been a dominant limitation with an overwhelming amount of information on the Australian alcohol industry. This information has provided a variety of data in some cases resulting in inconsistency within that data. Limitations also came from historical research within the beer industry trying to gather information on dates that related to these products resulting in difficulty with the

Related

  • Competitive Strategy Coopers Brewery
    4082 words | 17 pages

    current competitive strategies of Coopers Brewery Limited (Coopers); a family owned South Australian based beer producer. Coopers is a public company which is not listed on the Australian Stock Exchange, currently holding a 3.4% market share of the Australian beer market (Coopers Chairman’s Report, 2009). Its major competitors are the Fosters Group and Lion Nathan together holding 94% of the Australian beer market (Byrom & Lehman, 2009). The company exports to 26 countries worldwide including….

    Show More
  • Wine Consumption
    6889 words | 28 pages

    old-world consumption offsets this new-world growth warrants continued monitoring. Wine consumption in Australia grew by a solid 3.1% pa between 1995 and 2006, with per capita consumption lifting nearly 2% per annum to 22.4L/person/year. By 2006, Australians were the 16th most important consumers on a per capita basis and [3]the 13th largest consumer on total consumption basis. Australia was the 7th fastest global growth market from 1995 to 2006. b. Discuss any market trends or developments….

    Show More
  • Discussion on Alcopop Taxes
    2100 words | 9 pages

    Case Study of Australian Alcopop Taxes Table of Contents 1.0 Executive summary 2 Introduction 2 2.0 Analysis of the case 3 2.1 Definition of Alcopop 3 2.2 Evaluation of the case 3 3. 0 Relative economic theory 5 3.1 supply-demand theory 5 3.2 Theories of Elasticity and government intervention 5 4.0 Alternative actions and solutions 6 4.1 Causes of teenagers’ drinking 7 4.2 Solutions and actions 7 5. 0 Conclusion 8 1.0 Executive summary Alcopop refers to alcoholic beverages that are popular….

    Show More
  • Situation Analysis in Marketing Plan
    1566 words | 7 pages

    society hold. The important thing for marketing manger is to focus on target customers’ cultural trends when identifies changes in society affect the firm. As an example of beer in Australia, not only men but also women like beer. Australia has developed its own culture of beer. Boag’s beer is the one of the most famous beers in Australia. Internal environment According to Hanson & Dowling (2005), internal environment determines a firm’s actions which are permitted by resources, capabilities….

    Show More
  • Situation Analysis/Target Market Identification Report for Ford Falcon Ute
    5383 words | 22 pages

    10850 Marketing 100 Sem 1 2013 SA/TM ID Report Cover Sheet Name______adf_____Sally Student____________sfaf_______________ Student Number___012545654__ 12345678_______________________sf_________ Tutor’s Name__sfaf_____ Tina Tutor _____________fasdfdf________ Tutorial Day________Wednesday_______adfdf___________________________ Tutorial Time:______10am – 11.30am_______________________asdfdsf____ Student Comments to Lecturer/Tutor (if any)________adff_____________________ _________________________________________________________________….

    Show More
  • Kingfisher: United Breweries Group
    6000 words | 24 pages

    A Project on Marketing Strategy adopted by UBL for Kingfisher Beer A Project on Marketing Strategy adopted by UBL for Kingfisher Beer CONTENTS 1. Executive Summary 2. History, Contents, Classification and Types of Beer and its Making 3. Board of Directors 4. Company Profile – History, Mission, Timelines, Organisation Structure, Achievements 5. Code of Conduct 6. Investors 7. Beer Trivia and Hangovers 8. Marketing Mix of Kingfisher – Product, Price, Promotion and Place 9. Findings….

    Show More
  • Robert Mondavi Case Review
    3100 words | 13 pages

    Corporation Robert Mondavi began making wine in Napa Valley in 1943. He started working in the wine industry with his family. He later started his own winery in Oakville, California. Mondavi, along with his two sons, Michael and Timothy, would guide the Robert Mondavi Winery to the strong position the company enjoys today. Mondavi introduced many new techniques to the California wine industry that included cold fermentation, stainless steel tanks, and the use of small French oak barrels to age….

    Show More
  • Global Wine War 2009, Old World Versus New World
    3022 words | 13 pages

    18-10-2011 Authors:Femke de Jong – s2226197Martje Kiemel – s2247852Fatima Mourhiya – s2161516Linda Verkerk - s2224194 | | case paper: global wine war 2009 | | case paper: global wine war 2009 | Preface The assignment for this week was to write a paper based on the case Global Wine War 2009: New World versus Old. We experienced that it was an interesting case considering both Porter’s five forces model and Resource-Based theory, because they give two different perspectives of competitive….

    Show More
  • Restaurant Business Plan
    10169 words | 41 pages

    The Business Plan for Executive Summary Manly’s restaurant sector seems to lack a restaurant that will provide consumers with an authentic Brazilian dining experience. Currently, most restaurants in the area meet the expected industry standards but lacks in the supply of high quality food, beverage and service originated from South America. La Barata will target that gap and launch a Brazilian cultural experience in the Manly area specialising in dining, cooking classes and entertainment….

    Show More
  • Negotiation - Case Study
    3823 words | 16 pages

    negotiations, he did extensive research on the Chinese market, including its beer industry and the Guangzhou company. He found that, despite the company’s listing on the Shanghai Stock Exchange, it had direct links to the Chinese government. “If you’re working with a brewery in China, you’re working with the government, because the industry is so tightly regulated. I also found that the government department in charge of the alcohol industry is run by ex–Red Guards, so I knew I was dealing with people who had….

    Show More

Popular Essays