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1 Introduction 11 Purpose The purpose of this report first of all is to provide brief overview of the premium beer industry After that a company in the Australian beer industry Lion Nathan will be discussed From this discussion three issues will come up which then finally will lead into recommendations about what should be done to respond to these issues 12 Background The most recent development in Australian beer industry is the amazing growth from premium beer segment Although market in this segment represents only about 10 of the total market it is believed that in the next few years this number will keep growing up Evans 2004d Thats why it is very interesting to analyze this segment and see how Lion Nathan one of the biggest Australian beer companies competes in this segment 13 Scope Australian beer industry to some extent is a very big industry and has a lot of important aspects therefore it is almost impossible to analyze all those aspects in this report Thus in this report all the factors that will be analyzed are only those that related to premium beer segment and more specifically to Lion Nathan 14 Methodology The type of data that were collected for this report includes speeches made by important people text bookshard copy journal articles and also some datainformation from the internet 15 Assumption In this report it is assumed that all the data collected were correct at the time of this report being written or at the time when the sources of the data being written 16 Plan This reports plan firstly is to analyze the premium beer segment in Australian beer industry Then discuss how Lion Nathan competes in this segment and last to give solid recommendation about the issues that will come up from the discussion It is important to be noticed that Porter and Kotlers theories will be used all along this report 2 Premium Beer Segment in Australian
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