Cooper's Beer: A Business Analysis

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External analysis: PESTEL Political- When Cooper first started, Australian government had introduced a climate of economies of scale and national branding. This caused similarity between mainstream beers. Cooper's advantage was that it was different therefore had a niche. Economic national economies of scale and scope caused Cooper to have fewer competitors since it made it more challenging to run a brewery in Australia. Social The mainstream market has begun to prefer canned or bottled beer with bulk beer as secondary preference. Many seem to prefer to buy from supermarkets. Imported brands, too, have become more popular by Gen Y drinkers. Health studies indicate health benefits of beer. Environmental There were relatively few breweries in the area only 11 when Coopers first started. Since then, however the amount has increased to 50 at the time of writing. Legal The 1974 Trade Practices Ac t, existent in some Australian states, was advantageous for Coopers in that it led to reduction in loyalty to some brands of beer and to national consolidation; brand choice proliferated in companies from other states. Porters 5 Forces Threat of new competition Coca-Cola Amatil in 2006 merged with international brewer SAB Miller. They also acquired distribution of Jim Bearn, the ready-to-drink market leader Threat of substitute products or services- The mainstream market has begun to prefer canned or bottled beer with bulk beer as secondary preference. Imported brands, too,

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