Premium beer industry in Australia

1. Introduction

1.1 Purpose

The purpose of this report, first of either, is to provide brief overview of the premium beer industry. afterward that, a company in the Australian beer industry, king of beasts Nathan, volition be discussed. From this discussion, three issues get out come up which then, finally, impart lead into recommendations about what should be done to respond to these issues.

1.2 Background

The to the highest degree recent development in Australian beer industry is the tremendous growth from premium beer segment. Although market in this segment represents notwithstanding about 10% of the total market, it is believed that in the next a couple of(prenominal) years this number will keep growing up (Evans, 2004d). Thats why, it is truly interesting to dismantle this segment and see how lion Nathan, one of the biggest Australian beer companies, competes in this segment.

1.3 Scope

Australian beer industry, to some extent, is a very big industry and has a lot of important aspects; therefore, it is nearly impossible to analyze all those aspects in this report. Thus, in this report, all the factors that will be analyzed are only those that cogitate to premium beer segment and, more specifically, to Lion Nathan.

1.



4 Methodology

The type of entropy that were collected for this report includes speeches made by important people, textbook books/hard copy, journal articles, and also some data/ development from the internet.

1.5 Assumption

In this report, it is assumed that all the data collected were correct at the time of this report being written or at the time when the sources of the data being written.

1.6 Plan

This reports plan firstly is to analyze the premium beer segment in Australian beer industry. Then, discuss how Lion Nathan competes in this segment, and last, to give solid recommendation about the issues that will come up from the...

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