Impact of Globalization on Lion Nathan, Australia

This paper evaluates the external communication for reaching to the consumer base in the era of globalization for the expansion of the business of Lion Nathan, Australia. It discusses the impact of globalization on the business, challenges, and opportunities.

Running head: IMPACT OF GLOBALIZATION
IMPACT OF GLOBALIZATION
Name of the Student:
Name of the University:
Author Note:

1IMPACT OF GLOBALIZATION
Executive summery
There are two types of communication in the business environment. One is internal
communication and another is external communication. Internal communication is concerned
about the communication with the employees in order to improve the business and the
operational situation of the organization. On the other hand in the external communication the
organization is concerned about the application and the modification of the techniques for the
reaching to the consumer base in order to expand the business. The main objective of this paper
is to evaluate the external communication for reaching to the consumer base in the era of
globalization for the expansion the business. In this context the chosen company is Lion Nathan,
Australia

2IMPACT OF GLOBALIZATION
Table of Contents
1.0 Introduction...........................................................................................................................3
2.0 Discussion.............................................................................................................................3
3.0 Conclusion............................................................................................................................7
4.0 Recommendation..................................................................................................................7
5.0 References.............................................................................................................................8

3IMPACT OF GLOBALIZATION
1.0 Introduction
1.1 Background:
Lion Nathan is an Australian company which has its name in the food and
beverage industry. The company is currently operating in both Australia and New
Zealand. This organization has its reputation in the beverage industry of Australia.
1.2 Problem:
It has been seen that the market situation is changing due to the globalization.
The demand of the consumers are changing (Argent, 2018). In this context it is
needed for the organization to modify and improvise the product according to the
demand of the consumer. The problem the company is facing is the changes in the
market situation and the changing pattern of the competition in the market.
1.3 Purpose of the paper:
Due to the globalization the organization is facing some of the issues as well as
opportunities. The main objective of this paper is to evaluate the issues and the
opportunities for Lion Nathan in the context of the globalization.
2.0 Discussion
1.4 Globalization and its effect on Lion Nathan, Australia:
Lion Nathan is food and beverage company which has its reputation in the food
and beverage industry. It has been seen that due to the globalization different
companies have been facing different changes and issues due to the globalization.

4IMPACT OF GLOBALIZATION
The globalization enables the users and the consumers to access different types of
products from different parts of the world. This enables the users to avail more
options (Naghi, 2017). In this context it can be said that the demand the requirements
of the consumers are changing rapidly (Davis, Chelliah & Minter, 2014). The food
habit and the preferences of the consumers are also noticeable. It has been seen that
the people of the Australia and New Zealand are preferring soft drinks over hard
drinks. In this context the Lion Nathan is needed to understand the changing food
habit and the demand of the consumers. The required steps are needed to be taken in
this context (Murray & Overton, 2016). The focus of the organization in this context
should be on producing of the varieties of soft drinks so that the consumer can choose
from different kind of varieties.
1.5 Issues faced by Lion Nathan due to the globalization.
Due to the globalization there are certain issues those are faced by the
organization. The main problem the organization is facing is the changing of the
scenario of the competition in the market. Due to the globalization many
organizations are entering into the food and beverage market. Some of them are
foreign companies which includes some of the world famous and well known
companies (Reeve, 2015). Lion Nathan has to compete with those companies. These
companies are producing new products frequently. In this situation Lion Nathan has
to be updated about the market trend (Ristovska & Ristovska, 2014). Apart from that
the company is understanding the need for the improvisation and the application of
the new technology for the enhancement of the products. Apart from that the entrance
of the different companies in the market has enable many options for the consumers.

5IMPACT OF GLOBALIZATION
In this situation the pricing plays an important part. People would prefer the products
with reasonable price. In this context the main challenge for Lion Nathan is to
provide the quality product in reasonable price.
1.6 Impact of globalization on the business of Lion Nathan:
There are certain impacts of globalization on the business of Lion Nathan of
Australia. The impacts and negatives. Some of the positive impacts on the business of
the Lion Nathan are that the organization can think of expansion of the business
outside of Australia and New Zealand (Williamson, Loose, Lockshin &
Francis,2014). This will help the organization to explore a new business sector and
environment. The company can use new and advanced technology for reaching to the
consumers. Recently Lion Nathan is using the digital media and different social
platforms for the advertisement and promotion of the products (Ali & Garg, 2017).
This helps the organization to reach to the large number of consumers from different
parts of the world. The organization is conducting different surveys for understanding
the changing requirement of the consumers.
One of the negative impacts of the impact of the globalization on the Lion Nathan
company is that some of the famous companies suppressing the profitability and
popularity of the Lion Nathan (ZHANG & NOLAN, 2014). There is a lack of variety
of the products in the company. In this case, it is important that the company is taking
some of the initiatives for improving the overall business situation in the market.
1.7 Challenges and opportunities due to the globalization:
Considering all the factors it can be said that the globalization has positive impact
on the business of the Lion Nathan, Australia. Globalization has enabled the

6IMPACT OF GLOBALIZATION
organization to use various advanced resources and technology for the improvement
of the business (Davis, Chelliah & Minter, 2014). The organization can conduct
surveys through the different social and online platforms. These surveys indicate the
choices of the consumers regarding the preference of the buying of goods. Apart from
that with the application of the new technologies Lion Nathan can produce new
products. The cost effective solutions are needed to be developed so that the products
can be reached to the consumers with reasonable price (Caldwell & Friedgut,2017).
The globalization has increased the competitiveness in the market. In this case, the
Lion Nathan has to discover different options for the improvisation of the position of
the business.
The main challenge in this context is reaching to the consumers. This can be
considered as external communication for the organization. Consumers are
considered as one of the important stakeholders for the organization (Cunningham &
Ferrell,2015). The description and the uniqueness of the products are needed to be
known to the customers. In this context Lion Nathan has to reach to the consumers
through different ways. Social media and the online platforms can be used in this
context.
Lion Nathan is a popular and profitable company. The organization can expand its
business and can establish its presence in other continents like Asia. In this matter the
organization can collaborate with other regional companies of that place or any
famous food and beverage company. The possibility of the collaboration is one of the
positive attribute of the globalization.

7IMPACT OF GLOBALIZATION
3.0 Conclusion
The paper has discussed different aspects of the globalization and its impact on an
organization. In this context the company chosen is Lion Nathan, Australia. The impact of
the globalization has been discussed in the food and beverage company. It has been seen that
external communication is important for managing the business of the organization. The
external communication is managing the consumers and reaching to the consumers in a
proper way in the changing business environment. It has been seen that the organization is
lacking of the variety of the products. the managing of the consumers and reaching to the
consumers are largely dependent on the current business situation of the organization and the
position of the competitors in the business situation. Lion Nathan has some opportunities for
development of the business outside of Australia and New Zealand in the situation of the
globalization. However, the organization is having tough competition with the other
renowned companies for acquiring the consumer base in the food and beverage industry. It
can be concluded from the above discussion that Lion Nathan has opportunities for
expansion of the business by improving the way of communication with the consumers.
4.0 Recommendation
Different problems and opportunities have discussed with aspects of the globalization for
Lion Nathan. It has been seen that the company has certain drawbacks which can become
constraint for the company in order to expand the business in the era of globalization. The
globalization enables entering of different new companies in the market. Lion Nathan improvise
its internal structure in order to compete with the new companies in the business market. Apart
from that the company can improvise the infrastructure from the technical aspects so that it can
exploit the usage of the social media and different online platforms to reach to the consumers.

8IMPACT OF GLOBALIZATION
Apart from that the organization can conduct different surveys through online in order
understand the the changing demean do the consumers. This will help the organization to make
and innovate the products those will meet the requirement of the consumers.

9IMPACT OF GLOBALIZATION
5.0 References
Ali, I., & Garg, R. K. (2017). Marketing of Services: Challenges & Opportunities in Context of
the Globalization of Business. International Journal of Engineering and Management
Research (IJEMR), 7(3), 522-526.
Cunningham, M. P., & Ferrell, O. C. (2015). Marketing’s Greatest Challenge: The Social Impact
of the Globalization of Markets. In Proceedings of the 1989 Academy of Marketing
Science (AMS) Annual Conference (pp. 231-234). Springer, Cham.
Davis, D., Chelliah, J., & Minter, S. (2014). New product development processes in the
Australian FMCG industry. Contemporary Management Research, 10(1).
Naghi, R. I. (2017). The Effects of Globalization on Marketing. GSTF Journal on Business
Review (GBR), 2(3).
Ristovska, K., & Ristovska, A. (2014). THE IMPACT OF GLOBALIZATION ON THE
BUSINESS. Economic Development/Ekonomiski Razvoj, 16(3).
Williamson, P. O., Loose, S. M., Lockshin, L., & Francis, L. (2014). Thinking outside the bottle:
Information about Australia can increase the choice of Australian wines by Chinese
consumers. Wine & Viticulture Journal, 29(3), 71.
ZHANG, J., & NOLAN, P. (2014). Globalization and industrial concentration: the challenge for
firms from developing countries. In Chinese Firms, Global Firms (pp. 67-87). Routledge.
Murray, W. E., & Overton, J. (2016). Fictive clusters: Crafty strategies in the New Zealand beer
industry. Norsk Geografisk Tidsskrift-Norwegian Journal of Geography, 70(3), 176-189.
Argent, N. (2018). Heading down to the local? Australian rural development and the evolving
spatiality of the craft beer sector. Journal of Rural Studies, 61, 84-99.
Davis, D., Chelliah, J., & Minter, S. (2014). New product development processes in the
Australian FMCG industry. Contemporary Management Research, 10(1).
Reeve, B. (2015). The Institutional Influences on Food Industry Self-Regulation-The Food
Pyramid Meets the Regulatory Pyramid: Responsive Regulation of Food Advertising to
Children.

10IMPACT OF GLOBALIZATION
Caldwell, A., & Friedgut, M. (2017, September). Current developments-Australia. In Intellectual
Property Forum: journal of the Intellectual and Industrial Property Society of Australia
and New Zealand (No. 110, p. 72). Intellectual and Industrial Property Society of
Australia and New Zealand Inc.