Forster Beer

Topics: Beer, Marketing, Strategic management Pages: 22 (7139 words) Published: August 31, 2009
FOSTER’S BEER

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1. EXECUTIVE SUMMARY
Foster's is a stunning Australian success story not fully appreciated by many of today's drinkers. Historically, Foster's led the charge in the 1880s and beyond from older style ales and porters to Australia's current love with icy cold lager. Internationally, Foster's has successfully positioned itself as "Australian for beer" in more than 155 countries, and is the seventh largest and fastest growing beer brand. Some 100 million cartons of Foster's are sold every year.�

Changing consumer lifestyles and the dynamics of the beer and alcoholics beverages industry has created an increasingly competitive environment for beer manufacturers whom once dominated this industry in Australia. Foster, once a market leader is now faced with increased domestic competition and consequently demising market share. With its strong Australian identity and brand equity amongst Australian and international beer drinkers, this paper explores the major competitive and environmental threats facing Foster whilst analysing it’s strengths as a leverage to seek future opportunities and contingencies. Comment [FA1]: Very good executive summary. Also, include some of your analysis, proposed strategies and recommendations.

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TABLE OF CONTENTS
1.� 2.� 3.� EXECUTIVE SUMMARY................................................................................................ 2� INDUSTRY BACKGROUND DATA AND HISTORY .................................................. 4� SWOT ANALYSIS............................................................................................................ 5� 3.1� SWOT ANALYSIS OF FOSTERS BEER ................................................................... 5� STRENGTHS..................................................................................................................... 5� WEAKNESSES ................................................................................................................. 5� OPPORTUNITIES ............................................................................................................. 6� THREATS.......................................................................................................................... 7� 3.2� SWOT ANALYSIS OF MAJOR PLAYERS WITHIN THE BEER MARKET.......... 8� STRENGTHS..................................................................................................................... 8� WEAKNESSES ................................................................................................................. 9� OPPORTUNITIES ............................................................................................................. 9� THREATS.......................................................................................................................... 9� 4.� PROGNOSIS OF THE INDUSTRY, MARKET, FIRM................................................. 10� 5.� STRATEGIC PROBLEM(S)/ISSUE(S) CONFRONTING FOSTERS AND/OR THE MARKET/INDUSTRY –......................................................................................................... 13� 5.1� LIMITED MARKET PENETRATION ....................................................................... 13� 5.2 � GLOBALISATION...................................................................................................... 13� 5.3 � AGGRESSIVE COMPETITION................................................................................. 13� 5.4 � CONSUMER/ MARKET/ INDUSTRY TRENDS...................................................... 14� 6.� ALTERNATIVE STRATEGIC SOLUTIONS................................................................ 14� 6.1� EXTENDED USE/ VALUE ADDED STRATEGY ................................................... 14� 6.2� INCREASED PENETRATION STRATEGY ............................................................. 16� 6.3� MARKET EXPANSION STRATEGY ....................................................................... 17� 6.4�...
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