Lion Nathan's Strategy and Position

SWOT Evaluation: SWOT examination of Lion Nathan Brewing reflects its competitive benefits over other brewery companies. This SWOT analysis gives a picture about individual talents of Lion Nathan, the weaknesses of the business, any opportunities offered for future, and risks from other making companies. Many of these elements are of specific importance in assessing a company's center competencies and developing a plan for future successes.


In the year 1999, Lion Nathan was regarded as one of the international brewery companies with its area of operations covering three main geographic locations around the world, particularly, New Zealand, China, and Australia and today being typically New Zealand and Australia. Being its section of operation restricted in the last days and nights, this enabled Lion Nathan to get a huge group of folks and so offered the company a chance to experiment new products. Lion Nathan now has a fantastic broad base stock portfolio and it includes a variety of alcohol consumption. Its massive profile is able to meet all the requirements of its customers. They have captured a big percentage of market portion in Australia and New Zealand. It is mainly employed in the development and marketing of alcohol consumption of wine, beverage, and spirits in New Zealand and Australia, although its products can be purchased internationally. Lion Nathan can take it pleasure in being truly a part of Australia's and New Zealand's most favored brands like like XXXX, Speight's, Tooheys, Steinlager, Hahn, Lion Red, Wither Hills, James Boag's, Bacardi and St Hallett. It is mainly known for reselling superior beers in these areas. Lion Nathan's main part of concentrate has always continued to be innovation and learning new opportunities in order to achieve growth. Its innovation has led to increasing consumption on the list of mass. Lion Nathan's new product XXXX Summer season Bright Lager is a low-carb drink which is without a doubt the lowest-carb beer in the Queensland market. Its new advancement has helped the company to top the marketplace in Australia and with the frustrating response, they drawn increasingly more group of customers across the country and its nationwide syndication is above their objectives which is outselling 'Corona' its competition. In addition, it relaunched Italian beverage and snatched away the customers of Coca-Cola Amatil's Peroni brand. It was a just like a start to the its opponents. Lion Nathan also launched a fresh product 'Steinlager Pure' which is a simple flavoured lager which consisted all natural ingredients of New Zealand and was completely preservative free which was a highly convincing export proposition which is currently New Zealand's biggest reselling classic lager. Even Lion Nathan is certain to become the next largest wine distributor after it took over the brands of Pernod-Ricard. It'll sell 12 major brands of Pernod-Ricard.

WEAKNESS: Lion's businesses are limited only to Australia and New Zealand and so its market is very good below expectations as compared to its rivals.

OPPORTUNITIES: The Asian ale market is said to be very strong. It really is forecasted that China will occupy one quarter of the ale consumption worldwide. There's a reduction in transfer tax on overseas made liquor in China. Consumers in China focus mainly on premium-style beers and so this can be an chance of Lion Nathan. China is experiencing a reliable growth climb. Also, the Asian beverage consumption is likely to increase 5% between 2009 and 2015.

THREATS: The global beer market has dropped to a growth of 0. 5% because of the regional differences. Also vehement competition in the ale market may take away significant proportion of Lion's market show.


POLITICAL FACTORS: The Australian Federal has figured out the alcohol misuse among the significant problem among young people in the Australian culture. It offers therefore imposed an excise charge on beer. This fee is imposed in line with the alcohol content in the beer. Also, customs obligation pertains to all brought in products. This responsibility is also levied according to liquor content. For ale with alcoholic beverages content less than 1. 15% the fee is 5%. Industry resources have now made an assumption that the government's rigid charges on ale will probably cause the price tag on beer to move high as there may be 10% GST levied on the service element. A similar thing was repeated in New Zealand. The excise charges on ale were modified in New Zealand due to which the price of beverage travelled up. Lion Nathan experienced a cost climb of 4% for this reason revised taxation coverage.

ECONOMIC FACTORS: According to the Australian Drug Foundation, the liquor manufacturers won't have the ability to advertise or sponsor sport within the next a decade. Also, the alcoholic beverages industry has continued to do something in bad trust by avoiding its own rules in areas such advertising to children through sports sponsorship, promoting responsible drinking, etc. That is likely to damage the economic qualifications of the company. Advertising wine and spirits on interpersonal networking sites will be restricted.

SOCIO-CULTURAL FACTORS: Beverage consumes in Australia tend to follow a myth that low-carb beer helps in weight management. About 74% of the Australian inhabitants seems to consider this which builds up a strong social background of Lion Nathan. The 2011 Rugby Match in New Zealand offers a huge flock of vacationer before and through the match with cheers to Lion Nathan

TECHNOLOGICAL FACTORS: Lion Nathan has been always a follower of technology and creativity. It thinks in interacting with its consumers requirements. It has found the new QR code technology which helps its consumers in choosing the right wines for the right occasion. Each QR code is associated with a specific wine, and each scan will move up a mobile-friendly site replete with information on each wine beverages. Scanners can observe videos about the wine involved, get training video tours of wineries, discover food pairings, have a look at harvest and tasting notes and check out reviews.

ENVIRONMENTAL FACTORS: the business's demand for beer is damaged by the climatic conditions. The cool winter resulted in a reduced demand for ale while the summertime boosted the consumption of beer.

LEGAL FACTORS: In the entire year 2009, Lion Nathan performed document any legal action for anti-competitive tendencies or anti-trust or trade tactics. Lion Nathan has had never experienced any sort of non-compliance with health and safety measures and regulations. The business has always complied with the regulations.

CORE RESOURCES AND ITS COMPETENCIES: Competitive gain is the effectiveness of Lion Nathan. The ale brand broad portfolio is the key resource of the company. This portfolio gives the company a chance to outweigh other brewery companies. Also, it is Lion Nathan's most valuable advantage which reflects its performance. Lion Nathan has always continued to be committed to its brand. It spends almost all of its earnings by buying the brand collateral of its already existing primary brand. It always attempts to divert its customers to concentrate on its central brands as a countrywide focus and stimulates them to buy high quality products. In Australia, Lion Nathan keeps around 75% of group possessions and 80% of working income. Lion Nathan's beverage market show is experiencing steadiness of more than 44% including its most recently bought Boags brands. In New Zealand, Lion Nathan is country's leading brewer and today considered the second largest wines distributor using its market share greater than 50%. The tactical concentration of management is to maximimise the performance of Lion Nathan's existing core business that involves increasing the earnings from Australia's and New Zealand's beer business and also increasing the worthiness in fine wine beverages business. Lion Nathan also is aimed at grabbing opportunities in spirits and prepared to drink spirits markets and international wine export marketplaces. Lion Nathan is known as to be always a policy innovator in areas related to liquor taxation, liquor licensing, and accountable consumption. It regularly contributes and participates in federal government and community talk on all alcohol related issues. Lion Nathan is also a dynamic participant in duty and investment conditions that impact the broader trans-Tasman business community.

COMPANIES CURRENT STRATEGY AND ITS OWN IMPLICATIONS: Lion Nathan inserted the soft drink, restaurant and sales promotion businesses but sold all this because it directed to focus on promoting its ale business. Today, Lion Nathan's strategy is to concentrate on the alcoholic beverages business, aiming to become a detailed alcohol drink company. Geographically, it concentrates on Australia and New Zealand. Although LN began in the carbonated drinks with the Pepsi brand, it sold off that segment in 1998 since it did not contribute to profits to a diploma that may be shown in the EBITDA margin. The business also tried out restaurant business, seeking synergy impact with beer-similar to Anheuser-Busch, which bought a breads company. However, Lion Nathan withdrew from this business as well when it did not contribute sufficient revenue to the company. These examples claim that diversification for Lion Nathan is definitely undertaken to create short-term profitability to make shareholders happy; in the long run, however, the company always go back to its original ale business which generates the highest cash flow. Recently, Lion Nathan made one interesting decision regarding the company's international operation. Regardless of the recent craze in the business world to penetrate and prosper in the Chinese market, Lion Nathan actually exited from that market in 2005. Since exiting the Chinese language market, Lion Nathan concentrated its resources on the Oceanic market.

Growth Strategy: Lion Nathan strongly believes in ecological long-term growth strategy to be able to attain top-line growth and bottom-line results. Its functional skills will be the core competences which it has which can provide the building blocks for a rise strategy. Lion Nathan has strong competencies in syndication, innovation, advanced brands It effectively manages the expansion strategy with its growth skills, especially its skill of new product development.

One-Stop Shop Strategy: Lion Nathan offers a number of services to its customers. Its main idea is to provide convenient and useful service and to create the chance for the company to sell more products to clients and customers

Social Press Strategy: Lion Nathan has also adopted Media strategy to promote its long-neck containers of Toohey Extra Dry (TED). These TED containers were tucked in boring non-descript brown carriers. Lion Nathan launched a program known as TED696 and created developer bags by using street painters and designers. These design opportunities received to general public who overran the ownership of the new brand with the progressive designs. Even MTV was involved in it to rejoice the earning design. The press strategy of Lion Nathan worked so well that the sales of longneck TED bottles reached 500, 000 sales just in the first eight weeks of competition.

Complete Brand Strategy: Lion Nathan's success is principally dependents on its extensive selection of brands. Its people help in generating huge amounts of profit and boast a collection of Australians' and New Zealanders' most liked brands. Lion Nathan invests mainly in brands and up grade their breweries. Lion Nathan has invested 8 to 10% of these income income in technology which runs hand-in-hand with the brand strategy.

Culture Strategy: Lion Nathan's culture strategy focuses its main attention on creating a sense of purpose, eye-sight and values, creating a leadership capacity to model the required actions, and reinforcing those conducts through appropriate operations and systems. Lion Na's values-based model contains 10 core behaviours, that are hardwired into all HR processes, including remuneration, performance, and talent management. Lion Nathan feels in promoting a wholesome taking in culture. Lion Nathan as a whole works to be able to change the unhealthy drinking behavior and has reinforced campaigns to prevent liquor misuse and minimise the actual damage associated with it. Its investment strategy has the goal of facilitating wellbeing of folks and identify the major regions of alcohol abuse.

RECOMMENDATIONS: Strengthen the company's brand among mass marketers through extreme price competition: Just lately, mass merchandisers like the string big supermarkets such as Coles and Woolworth, have surfaced following integration of the retail industry. Each express in Australia has its own popular brands, and there are strong local personal preferences. Lion Nathan that are popular in each area, such as Tooheys in New South Wales and XXXX for Queensland, however in each case their level of popularity in other claims is not as high. It is important to extend reputation of the brands nationally just because a countrywide brand will promote sales to the top national chain stores.

Strengthen the high grade ale category: LN does not have a strong existence in the top quality beer category, despite the company's high market value. It's important to promote top quality brands such as Hahn Prime and James Squire, and internationally known Beck's. Lion Nathan started producing Kirin Ichiban, brewed only by the first wort in the brewhouse process at the Malt Shovel Brewery in-may 2003 in response to surging expansion in the superior category. That is one brand to be nurtured in the Australian superior beer category.

Extend to other alcohol beverages: Price controls on beer, including price increases by the two-company monopoly, seem to be to be wavering. Recent diversification in market show a switch from beverage to either wine for the elderly or RTD for younger generation. Specifically, the purchase price difference between premium beers and RTDs gets closer. Also, the population increase, largely credited to Asian immigrants who typically do not drink much alcoholic beverages compared with Australians, hasn't increased beer consumption. To handle this example, LN must seek additional business in other varieties of alcoholic beverages, as a substitute for the beer business. Slightly more than 8% of Lion Nathan's income in 2006 was derived from your wine business since the company joined that segment in 2000.

A new danger to the duopoly: SAB Miller, one of the biggest players in the world, is planning to enter into the Australian ale market in co-operation with Coca-Cola affiliate marketing, Coca-Cola Amatil. When this occurs, it will require advantage of Coca-Cola's huge channel, which is reportedly three times larger than that of beverage. This means it is highly likely that SAB Miller will gain market parity in a brief period of time. It's important for both Foster's and Lion Nathan to establish strategies that will build high access barriers immediately.

Lion Nathan's future strategies are translated to the bundle of competencies. Lion Nathan should build sustainability in the ale business first, and then become a comprehensive alcohol drink company by increasing into the wines and RTD sections so that diverse customer preferences are met. This strategy is reinforced by 3 factors. (1) an expectation that major floating shareholders want Lion Nathan to carry its beverage business as a "cash"; (2) Australia's duopolistic ale market share, although it is becoming less stable; (3) the easy circulation system.

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