The Business Analysis Report

Business Analysis Report
(Individual Assignment)
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Table of Contents
Introduction/ Executive Summary.............................................................................................3
Strategic Assessment of the Firm...............................................................................................4
SWOT Analysis.........................................................................................................................4
McKinsey 7-S Framework.........................................................................................................5
Strategic Assessment of the Firm’s External Business Environment........................................8
PESTLE analysis for expanding business in Thailand..............................................................8
Managerial Evaluation of the Growth Opportunities:..............................................................10
A) Generic Business Strategy.........................................................................................10
B) Ansoff’s Strategy.......................................................................................................12
C) Evaluation Using SAFE Criteria...............................................................................13
Synthesis/Conclusion...............................................................................................................14
References................................................................................................................................15
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Introduction/ Executive Summary
Business refers to a group of actions that are performed to attain profit by the exchange of
resources. There are many activities which are considered under business such as
manufacturing, marketing, research and development, sales, etc. As compared to older days,
there is much modification in the commercial activities of an organisation. These days, there
is a scope of developing and expanding business at the international level, so there is a
requirement of much knowledge and understanding about market trends (Appleyard, et. al,
2015). Organisations have some weaknesses as well as strong points because of their internal
resources which they can evaluate and improve. Similarly, the performance of association
gets affected by external market components as well that are not in control of managers
because of the dynamic and fluctuating market.
We are showcasing a business analysis report about Coopers Brewery which is Australia
based company serving alcoholic drinks in different parts of the country. This report will
disclose to Board members of Coopers Brewery because they are thinking to expand their
commercial activities in Thailand. So this study discloses the analysis of internal and external
factors through SWOT and PESTLE analysis. There is the disclosure of some
recommendations that must be considered for better results. Lastly, Porter’s Generic strategy
will be discussed showcasing the most appropriate technique with which it is easy to expand
in a new market (Bhattacharyya, 2015).
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Strategic Assessment of the Firm
The expansion of business is possible with the study of internal components of the
organisation because they place a crucial role. For instance: if technology and machines used
by the Coopers Brewery are obsolete or old, then it will affect the growth and expansion rate
of the company. There must be complete and specific information about internal resources,
capabilities weak areas, etc. through which it is easy to work over it and improvise them for
easy expansion of the business (Fleisher and Bensoussan, 2015). Coopers Brewery is working
in this industry for many years, hence they have some positive or strong points as well, hence
they can showcase them in limelight. The managers of Coopers Brewery have a view of
expanding their beer business in Thailand with a view of international expansion. It is tough
for managers to evaluate their resources, weak points, capabilities, etc. hence it is advised
them to use SWOT Analysis and McKinsey 7S Framework must be used (Mirkovic,
2019).
SWOT Analysis
SWOT Analysis refers to the study of internal strengths and weaknesses and external
opportunities and the threat of the organisation (Found and Tomlinson, 2018). Strengths and
weakness are associated within the organisation, while opportunities and threats arise because
of external forces but both these affects the working style and growth rate of Coopers
Brewery negatively.
Figure 1: SWOT Analysis
(Source- James, 2018)
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Strengths Weakness
The Coopers Brewery is covering a vast
area in geographical context serving a
variety of beer to consumers. They have a
wide range of products; hence if consumers
can satisfy their cravings, hence consumer
base is also wide. They have products that
compete for each other; hence consumers do
not have to switch another brand (James,
2018).
The networking of the social media
platform of Coopers Brewery is very
strong through which consumers can easily
be communicated by their products and
innovation in it.
The employees of Coopers Brewery are
from different places and regions; hence
they are maintaining workplace diversity
which provides an edge in the international
market as well.
The major weakness faced by the company
is poor wastage management
technology due to which they harm the
environment and political issues might arise.
Inventory and stock management process
of the organisation is not good which
results in over and under the stock of
material, which leads to improper use of
resources.
The workforce of the Coopers Brewery is
not satisfied with policies and workplace
policies; hence it might cause issues in the
smooth working style of the organisation
when they are expanding at the international
level (Gray, 2019).
Opportunity
There is the scope of innovation for
Coopers Brewery in taste, variety, etc. of
beer through which the consumer base can be
improved. With innovation, it will easy to
expand in a new market and satisfy the
cravings of consumers.
Threats
There is a change in rules and regulations
of government because the beer business
gives more revenue to the government as tax
and other legal charges. Due to which smooth
running of business is not possible.
Due to the fluctuating economy of the
country, people do not invest their
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The managers of Coopers Brewery
can invest funds in research and
development activities, hence it will easy to
determine the demand of consumers and
accordingly products and services can be
provided (Groenland, 2018).
disposable income in wine, beer, vodka, etc.
so this might cause a lower profit ratio for
Coopers Brewery.
McKinsey 7-S Framework
There are many processes, departments, etc. which are working to get a better experience to
consumers such as sales, purchase, production, marketing, etc The activities of these
departments are inter-related and connected. So when managers of Coopers Brewery are
thinking to launch their segment in Thailand, then they must determine the scope of
improvement and areas which are up to the work, so it is easy to expand internationally and
sustain properly (Hair, et. al., 2019). So with the help of Mckinsey 7-S Model internal aspects
components of the company can be known. This model was introduced in 1970 by Tom
Peters and Waterman presenting 3 hard elements and 4 soft elements. These elements are
discussed as under-
Figure 2: McKinsey 7-S Framework
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