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Australian Wine Industry Analysis

   

Added on  2020-04-13

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Running head: AUSTRALIAN WINE INDUSTRYAustralian Wine IndustryName of the Student:Name of the University:Author’s Note:
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2AUSTRALIAN WINE INDUSTRYExecutive SummaryThis report focuses on the SWOT analysis of Australian wine industry. However,” the big four”include Beringer blass, Southcorp, Ornaldo-Wyndham and BRL hardy, which are the popularwine manufacturers of Australia. Hence, it is important for the wine industry to focus on themarket share in international market. However, Australian wine industry invests more to expandthe market in various countries. They have major market share in UK. On the other hand,dependence from the UK market needs to be reduced, which may generate a big challenge forthe Australian wine industry. Diversification is another big strategy that is followed by “Bigfour”.
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3AUSTRALIAN WINE INDUSTRYTable of ContentsIntroduction......................................................................................................................................4SWOT analysis of the Australian wine industry.............................................................................4Analysis of the strategies of “Big Four”..........................................................................................7Conclusion.......................................................................................................................................9References......................................................................................................................................10
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4AUSTRALIAN WINE INDUSTRYIntroductionAustralian wine industry is considered as the world's fourth largest wine exporter in theglobal market. Approx 750 million liters wine is distributed in the international market in everyyear. 40% of the total wine production in Australia is consumed in the domestic market.However, such wine industry acts as a good contributor to the Australian economy (Signori et al.2017). High revenue has been executed by Australian wine industry. Maximum winemanufacturing industries in Australia are situated in the Southern part of this country where thetemperature is low. A vineyard needs low temperature, for this reason, the industries are locatedin the cooler parts of Australia. This study deals with SWOT analysis of the Australian wineindustry and marketing strategy of "Big four" Australian wine companies. Such "Big four"includes Southcorp, Beringer Blass, BRL Hardy and Ornaldo-Wyndham. These are the popularwine companies of Australia those expanded their market share in the international market.SWOT analysis of the Australian wine industryStrengthThe main strength of the Australian wine industry is its diversification. However,Australian wine industry focuses on the market expansion in the international market. However,diversification refers to the product diversification. However, this industry includes innovation inthe wine products and develops a variety of products with different brand names. As forexample, Mclaren vale, Coriole fiana, Corole nero and Los Hermanos are the popular brands inAustralia. Hence, product diversification is the big strength of such organization(Businesschamber.com.au 2017).
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