Premium beer industry in Australia
Date Submitted: 09/09/2006 23:12:38
Category: / Business & Economy / Marketing and Advertising
Length: 10 pages (2877 words)
Category: / Business & Economy / Marketing and Advertising
Length: 10 pages (2877 words)
1. Introduction
1.1 Purpose
The purpose of this report, first of all, is to provide brief overview of the premium beer industry. After that, a company in the Australian beer industry, Lion Nathan, will be discussed. From this discussion, three issues will come up which then, finally, will lead into recommendations about what should be done to respond to these issues.
1.2 Background
The most recent development in Australian beer industry is the amazing growth from premium beer …
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…ensure that premium beer market will keep growing by using differentiation strategy rather than cost leadership strategy. With differentiation approach, Lion will be able to build their brand names and get a product differentiation rather than just being called as a "me too" company (Evans, 2004d; Lloyd, 2004).
<Tab/>Hopefully, if these three problems can be solved, Lion Nathan will become a better brewers and gain more success in Australian beer market.
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