Answer To: Assessment Information COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 This material has been...
Himanshu answered on Sep 11 2021
Contents
ABSTRACT 2
INTRODUCTION 3
ORGANISATION STRATEGY 4
ORGANISATION APPROACH TO COMPETITION AND PERFOMANCE 5
RECOMMENDATIONS 7
CONCLUSION 8
REFERENCES 9
ABSTRACT
In recent years, the Australian brewing industry has been highly concentrated. But one firm, South Australia's Coopers Brewery, managed to increase its market share in a highly competitive trading environment. Coopers has been able to differentiate itself from its major rivals in the business, two global conglomerates with combined market shares of approximately 90 percent, with fifth generation family members in the group. In combination with improvements in manufacturing facilities, the case-study business has demonstrated successful growth into new domestic and foreign markets. The niche marketing tactics it has employed, which underline the unique products of the company and underline its heritage and traditions, are part of Coopers' success.
This report aims to analyse the performance of Coopers, one of the only 'of stature' family-owned businesses in this field. The report follows a case-study approach to demonstrate the different factors that led to the success of the business.
INTRODUCTION
Coopers Brewery is claimed among the leading stars in the brewing industry that resides in family hands from its head office in Adelaide, South Australia. It is also the largest home brewing equipment producer worldwide. Its shares belong mostly to the extended Cooper family and it is difficult to sell shares outside the family with the incorporation of the company and groups of stock. The Australian brewing industry has always been subjected to intense concentration with many competitors, yet somehow, Coopers have managed to avoid these changes and to raise it's, albeit limited, share in Australia's beer market while simultaneously increasing exports. How did they succeed in doing this? What were the methods and techniques used to do so? In this report we will see that much of the credit is due to the company's marketing tactics. The introduction of niche marketing campaigns capitalising on the family nature of the company and highlighting the premium nature of its goods. We will highlight how, despite strong competition from its multinational partners, the family-owned firm has preserved its profitability. In South Australia, Victoria and New South Wales Coopers beers are commonly used as specialty beers in tap and some of the bars in rest of Australia. They are commonly available in Australia and New Zealand in bottles and (to a lesser extent) canisters and sometimes in specialist importers in other countries. Since 2003 Premium Beverages Pty Ltd has largely been supportive of the production of beers out of southern Australia.
Coopers also make a wide variety of homebrew kits. These include English Bitter, Dark Ale, Real Ale and Lager and many others. Coopers homebrew kits are the baseline and are a very popular brand for many new home brewers around the world.
ORGANISATION STRATEGY
Two key rivals for Coopers are Fosters and Lion Nathan. By using a strategic category diagram, it becomes clear that the role of Coopers in the industry is distinct from its key rivals and from its others by concentrating on the premium end of the product range.
The secondary fermentation technique of coopers' bottled beers-some yeast remains in the bottle after bottling-so some sediment in the bottled beer is present is its unique selling point. Some feel that the sediment mix contributes to weak beer, and tend to simply open and drink, not mixing the sediment. The action of drinking from the bottle serves to distribute the sediment anyway without shaking one's beer up. Ale products comes in the premium products, visually available in the same bottle of dark brown glass. The beer is cloudy in appearance and seeks customer's attention. The method of beer preparation for consumption is another peculiar way to advertise the beer on TV, print ads and at point of sale. The logo is conventional and in over 30 years it has not changed so that it can be recognised immediately while adding value for the premium status of the brand. Coopers has introduced a concentrated differentiation strategy with five generic...