Premium beer industry in Australia

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 segment. Although market in this segment represents only about 10% of the total market, it is believed that in the next few years this number will keep growing up (Evans, 2004d). That's why, it is very interesting to analyze 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 almost impossible to analyze all those aspects in this report.

Generic Australian beer nuts

Australian beer nuts, name brand and generic

English: A photograph of a Mac's Brewery Spring Ti...

Thus, in this report, all the factors that will be analyzed are only those that related to premium beer segment and, more specifically, to Lion Nathan.

1.4 Methodology

The type of data that were collected for this report includes speeches made by important people, text books/hard copy, journal articles, and also some data/information 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 report's 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...