External Environment Analysis

6715 Words27 Pages
Executive Summary

This report was to Joel Haire, who is the Master of Marketing convenor of Sales Management in Swinburne. The report is focus on sales strategy, implementation and operating plan for Foster’s Group Limited, which is one of the Australian largest alcohol companies. It was written by four Swinburne students, who are Master of Marketing, Diego, Desmond, Gemala, and Jie. The purpose of the report is to design a sales strategy for Forster’s Group on beer destination division in Australia so that improve Foster’s sale revenue and volume. In the report, we mainly focused on sales team of Foster, not too much about the marketing part.

Before starting to write this report, we did many researches. The information of Foster we
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The third part of the report discusses the internal factors of the company. The strategies and operations of the current sales force will be covered. In the fourth part of the report is about Gap and SWOT analysis. The final part of the report will cover future strategies.

2.0 Define the playing arena
2.1 Value proposition

Foster’s Group is currently Australia’s largest producer of alcoholic beverages. The company has always relied heavily on their beer products as the major source of their revenue but with the recent acquisition of Southcorp Limited, the country looks to dominate the wine industry as well. The company has always been well known as having a very strong beer arm but is looking currently to sell their premium wine brands. With a strong response globally to their export of Australian locally produced wines, the company hopes to further increase their Australian presence by increasing the local sales volume of these wines.
2.2 Customer

The food & beverage industry is a growing industry in Victoria. With growing awareness of the local Australian brands of wines and premium beer labels, restaurants are seeking to be able to provide for their customers’ needs. Many Australians do have the culture of having the accompaniment of alcohol with their meals and the presence of numerous premium priced restaurants offers these customers the opportunities to be exposed to the more premium brands of alcohol. Though beer
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