Market Expansion of Lion Nathan Australia in India

International Business
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Executive Summary
Lion Nathan Australia is one of the popular alcoholic beverage companies mainly operates the
business in Australia and New Zealand. This particular assignment generally focused on the
Indian market expansion of Lion Nathan Australia. All the organisations faced different
complexities during expanding the business in the foreign market for that reason proper market
research and identification of information regarding host market is very essential for Lion
Nathan Australia. Recognize political, economic, technological, social, environmental and legal
factors generally helps this organisation to identify the potential barriers. Information about
existing beverage companies also essential to gain more competitive advantages host’s operating
market. Analysis of current market provides the company different valuable information such as
current trends of the customer, buying pattern, feeding behaviour, culture etc. and these are the
primary factor and also can hampers the overall operation leads to substantial financial loss.
On the other hand, the organization needs to take proper strategies to grab the attention of more
customers. Implementation of product, pricing, promotional technology will also help Lion
Nathan Australia to increase its customer as well as the brand image in the Indian operating
market. Apart from that identification of potential risk will help this organization to avoid
different issues during the internationalization process.
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Table of Contents
Introduction......................................................................................................................................3
Company Background.....................................................................................................................3
Host country.....................................................................................................................................4
PESTLE Analysis............................................................................................................................5
STPD Customer profile...................................................................................................................8
Theory/Model..................................................................................................................................9
Marketing Mix (4ps)......................................................................................................................10
Key success factor.........................................................................................................................11
Risk Management..........................................................................................................................11
Evaluation and control...................................................................................................................11
Conclusion.....................................................................................................................................12
Appendix........................................................................................................................................13
Reference lists................................................................................................................................15
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Introduction
Expanding business in the current market is not simple for any organization, the level of
complexities has increased drastically and that is why the approach strategies have been
modified. The main focus of the report is going to be imposed on market expansion and in tis
regard different models and strategies will be used. The aim of the report is to provide an outline
of approach for Lion Nathan Australia, the reputed beverage company, to have a market in
Indian grounds. The flourishing economy and high demand of beverages is the main reason why
India is selected as a market for business expansion.
Company Background
Lion Nathan Australia is one of the prolific beverage companies, which mainly operates in
Australia and New Zealand. Apart from this it is operating in thirty global cities some of them
are Hong Kong, Singapore, Thailand and China (Lionco.com., 2018). It was found in October
2009 and initially it was named Lion Nathan National Foods. The company changed the name in
the year of 2011, because National Foods became a Melbourne based subsidiary company that
majorly focused on dairy goods and drinks under the name of Lion Dairy and Drinks. The
company has a diverse product line up and the prior focus has been given on beer, RTDs, juice,
wine, cider, and spirits. Apart from this, the company has a good line up of dairy products like
milks, yogurts, cheese and soy. The company has 7000 employees and the number is constantly
increasing.
The services of the company do not only include selling beverages to the potential customers.
The company provides health related knowledge to the customers who are seeking help in the
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