Coopers Brewery: Global Market Strategy for Expansion in India

Running head: INTERNATIONAL BUSINESS
INTERNATIONAL BUSINESS
Name of the Student
Name of the University
Author note

1INTERNATIONAL BUSINESS
Executive summary
The aim of this report is to critically examine the expansion of an organization in
Australia into a foreign market and its strategies for expansion. Coopers Brewery has been
analyzed for this report and further discussed on the probable factors of the foreign market
that is appropriate for expansion of business. The internal capabilities and resources of
Coopers have been discussed to determine its attractiveness. The strategy adopted by Coopers
for international expansion is global strategy. The entry mode for penetration can be
acquisition, which would be beneficial for initial foreign expansion. Therefore, the global
market strategy of Coopers has been critically discussed in this paper.

2INTERNATIONAL BUSINESS
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Political..................................................................................................................................4
Economic................................................................................................................................4
Social......................................................................................................................................4
Legal.......................................................................................................................................5
Financial.................................................................................................................................5
Cultural...................................................................................................................................5
Internal resources...................................................................................................................5
Strategy for expansion..........................................................................................................10
Entry mode for expansion....................................................................................................11
Conclusion................................................................................................................................12

3INTERNATIONAL BUSINESS
Introduction
Market penetration is just the right next step to stay competitive in the market when the
business is at its maximum production. It helps the business to grow in the long term and
diversify in the global market. For this report, Sparkling Ale of Coopers Brewery, the largest
brewery of Australia, is chosen, its expansion in the foreign market is discussed, and the
foreign country chosen is India. Coopers Brewery, being a very successful brand has
diversified varieties of beer, which produces homebrew kits globally. It sold in the year 2013
69.7 million litres of beer (Harris and Johns 2015). The home brew products of Coopers
provide the starting position for other home brewing business across the globe. It is the
largest owned brewer of Australia following invasion of Foster’s SABMiller of South Africa.
(https://coopers.com.au/ [Accessed 22 Mar. 2019]). The reason behind choosing this
organization is that the wine industry is a significant contributor to the world. Australia has
become the global leader in terms of quality and quantity in producing wine. It is widely
available in Australia and should try to expand in India, according to a report; there will be a
further rise of premium and craft beers in India (Steele 2013). The demand for craft beers is
rapidly increasing by the young and affluent population. Therefore, in this report, a detailed
market analysis has been done on Coopers Brewery, its appropriateness for penetration in
India is discussed, and the strategies adopted.
Discussion
To expand into a foreign market, the external environment of the market needs to be
analyzed which could have an impact on the organization. It is necessary to identify the key
strategies to survive in the foreign market i.e., India. Therefore, the following factors are
mentioned in the below paragraphs to evaluate the market.