Marketing (Relevant to an Australian company) Essay

Marketing (Relevant to an Australian company) - Essay Example The brewery is open to the public and contains a cafà ©/restaurant. The company operates in one industry, being brewing, and in one main geographical segment, being Australia. Its Chairman is Ian Cochrane and CEO is Jason Marinko. It was founded in 2000 by a group that included directors Howard Cearns, Adrian Fini, and Nic Trimboli with a passion to make (and drink) a particular style of beer .It makes a specific style of pale ale that displays great balance of flavour and refreshment. Because of its ability to deliver a unique flavour experience the brewery has won a number of Australian International Beer Awards. It has been named Champion International Brewery (2002), Champion Australasian Brewery (2002) and the Pale Ale has been named Champion Ale (2002, 2007) and Champion Bottled Ale in 2001.1 (About Us) Macro environment Forces (Kotler,154)2 are the non controllable forces that shapes opportunities and controls threats for the business. The social, economic, legal, political and technological environment comes under this category. Australia is currently ninth3 on the World League Table for beer drinking and while low and full-strength brews were once the staple drink at all Aussie events, their popularity is waning, as theyre replaced by imported and domestic premium beers, wines and pre-mixed, ready-to-drink spirit.The beer consumption by females has gone up considerably and consumers are trading up to premium products to confirm social status. ( Low-carb beer and ready-mix bourbon top of the list for silly season drinkers,30/11/2006) As the corporate world becomes more environment conscious, there is a strong pressure on the organisations to become environment friendly. The corporates now believe in developing properties that add value to the community. In this direction,the company has plans to build a brewing facility that