Introduction 2
1. Australian brewing industry and its key driving forces 3
2. Coopers’ business strategy 6
3. Coopers’ Strategic Capability 7
4. Coopers’ performance and position in 2007 9
5. Issues, options and recommendation to Coopers 10
References 13

Introduction

About Coopers Brewery
Coopers Brewery is considered to be a small family-run beer company originally located in Adelaide, South Australia and in 2001 moved to a brand new facility at Regency Park. Coopers Brewery is the third largest brewer in Australia and exports to about 26 countries locally and overseas. Coopers accounts for about 3% of the total Australian beer market, but around 13% of the premium beer market. The attribute “small” Is derived from the number of employees and shareholders as it was mentioned to be 115 and 132 in 2007. It is an unlisted public company where the majority (95%) of shareholders is created by members of Coopers’ family and you can also find the fifth generation of Coopers in leadership of this company. As for shares the company has A, B, C, D class shares. Although there is the greatest amount of C class shares, the rules are set up in a way that just holders of the classes A, B, D have the crucial voting rights such as to appoint members of Board of Directors.
Coopers is engaged in production of lagers as well as ales and stouts. The process of top fermentation and usage of just natural ingredients impart its products their unique characteristics such as their cloudy appearance. Among the main products belong Coopers Sparkling Ale, Coopers Original Pale Ale, Coopers Dark Ale, Coopers Mild Ale, Coopers Best Extra Stout, Coopers Premium Lager and Coopers Premium Light. Each of them is highly differentiated and targeted to meet requirements of specific groups of drinkers.
Coopers belongs also to very active marketers and sponsors. Its activities range from supporting basketball team (Adelaide 36er basketball team), over various games and races (Balaklava