Business Analysis Report: Strategic Assessment of Cooper Brewery for Expansion in Thailand

Business analysis
report

Table of Contents
Table of Contents............................................................................................................................................................2
INTRODUCTION..........................................................................................................................................................1
STRATEGIC ASSESSMENT OF FIRM.......................................................................................................................1
Analysis of internal environment...............................................................................................................................1
Strategic Assessment of the Firm’s External Business Environment.............................................................................4
PESTLE Analysis......................................................................................................................................................4
Managerial Evaluation of the Growth Opportunities......................................................................................................6
Generic Business Strategy.........................................................................................................................................6
Ansoff’s Strategy.......................................................................................................................................................7
Evaluation Using SAFE Criteria................................................................................................................................9
CONCLUSION...............................................................................................................................................................9
REFERENCES.............................................................................................................................................................11

INTRODUCTION
Business analysis report can be defined as the document that covers detailed information of
an organization regarding internal as well as external environment so that strategic decisions for
future could be formulated. In order to expand business in a new country it is very important for
an entity to make sure that appropriate data of market is collected so that best suitable growth
opportunity could be identified (Paul, Cadle and Yeates, 2014). While planning to attain
competitive advantage in the industry it is essential for companies to create business analysis
report so that the key areas that may help to grow business could be identified. This report is
based upon Cooper Brewery which is one of the largest beer manufacturing of Australia. The
entity is planning to expand in international market by establishing business in Thailand. For this
purpose, different elements are covered in this report such as strategic assessment of firm by
conducting analysis of internal as well as external environment and managerial evaluation of
growth opportunities. Different models such as Genetic business strategy, Ansoff matrix and
evaluation of SAFE criteria is also covered in this assignment (Fleisher, and Bensoussan, 2015).
STRATEGIC ASSESSMENT OF FIRM
Analysis of internal environment
Internal environment: It can be defined as the set of different elements that are used by
companies to perform operational activities. BY analyzing it business entities can identify all the
core strengths that are facilitating the achievement of all the long-term organizational goals. In
order to determine that business is performing well or not top-level managers try to analyze
internal environment (Kuratko, Hornsby and Covin, 2014). With the help of it they became
aware of all the positive as well as negative elements that may leave impact upon operational
efficiency. Cooper Brewery is one of the largest entities of Australia and to analyze that all the
operations are performed properly or not internal environment is assessed by the management.
For this purpose, SWOT analysis is used which helps to determine strengths, weaknesses,
opportunities and threats for business. Description of it is as follows:
SWOT analysis: It can be defined as a strategic management tool which is used by
businesses for the purpose of formulating development strategies for future growth. Main reason
for its use is to determine that company is having competitive position in the market or not as
compared to other entities. By using it Cooper Brewery will be able to formulate effective
1

strategies and decisions for upcoming period so that growth could be acquired (Phadermrod,
Crowder and Wills, 2019). There are four different elements of it which are discussed below in
context of the organization:
Strengths: These are some of the positive aspects that facilitates an organization to
perform all the operations properly. Some of the key strengths of Cooper Brewery are as follows:
 Geographic presence of Cooper Brewery is very high which helps it to serve a large
market and generate higher profits. It shows that reach of the organization in international
markets is very high which helps to access the business easily.
 Product portfolio of the organization is wide which allow it to expand the customer base
and reduce the possibility of facing losses (Brooks, Heffner and Henderson, 2014).
 Financial position of Cooper Brewery is strong in the industry in which it operates and
with the help of it the entity can make investment in different markets where it does not
operate yet.
 Online presence of the company is very high which helps it to market itself easily. All the
social media pages are managed by it properly which is beneficial for it to develop strong
relations with its clients.
 The organization is highly focused with making sure that there is lack of dependency on a
specific market so that possibility of lower profits could be avoided.
 The quality of brewery which is sold by it is very good and on the other hand idea of its
beers is very unique which helps it to distinguish from other brands in the industry.
Weaknesses: These are the elements that can affect growth of a business. Some of the
major weaknesses of Cooper Brewery are as follows:
 Inventory management practices of Cooper Brewery are not efficient which may result in
higher cost for it (Sammut‐Bonnici and Galea, 2015).
 Organization is facing the issue of cash shortage because of lower availability of liquid
assets which may affect its performance in upcoming period.
 Very low amount is spent by the entity on research and development activities which may
create issues for it in future as it will not be able to offer items to clients according to
latest market trends.
2