• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

A Brief History of Coopers. 2

Extracts from this document...

Introduction

Table Of Contents A Brief History of Coopers 2 Environmental Scan 3 S.W.O.T Analysis 5 Major Threat Identification 7 Major Opportunity Identification 7 How is marketing used by this company? 8 How suited to the Australian market is Coopers Brewery? 8 A Brief History of Coopers The name Coopers is synonymous with South Australia and, in the opinion of many Australians, it is also synonymous with phrases such as "great-tasting beer" and "family owned". In 1862, many South Australian colonials came to appreciate the taste of Thomas Cooper's Best Extra Stout and Sparkling Ale. Thomas had originally brewed these beverages to give to his ill wife for medicinal purposes. In 1881 however, due to his brew's rapidly increasing popularity, Thomas opened his first brewery at Leabrook in S.A. Coopers have since come to be regarded as a very distinctive brewery. Years after the death of Thomas Cooper, his company and its legacy have been handed down from generation to generation. In the present day, 140 years since the creation of the Coopers brand, it is the last family-owned and operated brewery in Australia. ...read more.

Middle

majority of pubs and bottle shops stock their full range * Strong customer relationships, relates to marketing activities such as the Coopers Club which has a strong customer focus * Australian made Another Coopers' point of difference is their extremely high quality ales and stouts. This means that they are widely perceived by the public as a distinguished, superior brewery. S.W.O.T Analysis Internal Factors Strengths Weaknesses * Considered to have a superior taste * South Australian owned and operated * Very profitable organisation, lots of internal wealth * Strong branding * Focus on niche markets * Family owned and operated * Value prices for high quality products * Large range of different beers * Own line of Coopers' merchandise * Ales have no additives or preservatives * 140 year history * Coopers have premium market segment * Diverse range of promotion and sponsorship * South Australian owned and operated * Family owned business * Myopic attitudes of potential customers * Taste considered superior by some may be disliked by others * Equipment costs required to package and produce beer * Adequate production scale * Smaller marketing budget than bigger breweries * Smaller distribution network External Factors Opportunities Threats * New technology ...read more.

Conclusion

Coopers Brewery has proven that they are very suited to the Australian market, above all other markets. They have proven this with their marketing aims and strategies, which are visible in their advertising, which is very Australian-focussed. Coopers use of Australian slang in their advertisements has also proven popular (eg. "We've done the old man proud" is a slogan used in a Coopers advertisement promoting the ongoing legacy of Thomas Cooper). Coopers has the potential to be suited to most markets both Australian and overseas. Their suitability to a market is namely controlled by their marketing and promotion mix, and their target segment. It's easy to be suited to a "beer drinking Aussie market", when your advertising targets "beer drinking Aussies". Coopers however, has researched segments and developed products to suit a wide cross-section of different types of people, from young women (Heritage Premium Ale), to old men (Best Extra Stout). Coopers brewery have thoroughly proven their suitability to the Australian market, and they have also proven that they have what it takes to 'survive amongst the giants.' Reference List Rix, P 2004, Marketing: A Practical Approach, McGraw Hill, NSW. Coopers student information Booklet (PDF) Sourced from: http://www.coopers.com.au/students.php ?? ?? ?? ?? Introduction to Marketing Assessment 1 - Coopers Brewery Natalie Frey (0755031) - 1 - ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    Another strength is how well they are doing in the market, which I will be able to find out from my primary data. Finding the strength of an product is important to an organisation as it allows them to see what they are good at and what their customers are happy with.

  2. Coca cola - swot analysis

    for each bottle and once you have drank coca cola and returned the bottle back to the shop owner you get your five rupees back so you cannot really just walk off with the bottle of coca cola, the shop owner does this because he/she get a percentage of money

  1. A brief for an awareness campaign

    This means that the advert is targeted at ABC1 audience from both genders, however since it is common for children to get abused in the lower class if society, then the advert is very important to appeal to them too.

  2. Viral Marketing

    This grows much more rapidly than either * the number of participants, N, or * the number of possible pair connections, N(N-1)/2 (which follows Metcalfe's Law) Thus even if the utility of groups available to be joined is very small on a per-group basis, eventually the network effect of potential group membership can dominate the overall economics of the system.

  1. Create ing your own business - create a full plan on a business of ...

    business * Each partner is legally responsible for the actions of others. Decision: Looking at the advantages and disadvantages of being a sole trader and a partnership, I have come to the conclusion that I would like to become a sole trader.

  2. MARKETING STRATEGIES

    This may have been a good idea but it would cost us quite a lot of money as advertising in our borough's weekly newspaper will cost us a weekly fee of �57. Giving away vouchers will also mean us losing more money, which will not be helpful, as we need

  1. Here the ad completely leaves out the important issues that of safety, fuel efficiency, ...

    In this paper I will talk about the different ways advertisers entice consumers into buying their automobiles. Additionally I will compare and contrast the different advertising techniques and see whether or not the primary motto is speed or safety. To do so I will look at many advertisements on television and in car magazines and analyze what the main message.

  2. Report on Black Sheep Brewery 's PerformanceCommunication planning to effectively target wholesalers

    Work within your means. The following components are the essential elements of any communications plan. And specially Black Sheep Brewery requires and has the resources to use all components listed plus additional activities to capture the wholesale market as like local pub chains. This organization requires only a few components to significantly increase their visibility with clients.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work