“Don't take sides against the family”: How Coopers Brewery achieved success in a concentrated market

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

In Australia there are two main players in the Brewery sector: Foster's Group and Lion Nathan. But Coopers Brewery, founded in 1862 in South Australia, is still growing its market share in 2009. In the 2007‐2008 financial year, Coopers recorded a 14.2 percent increase in turnover, compared to the 4.4 percent increase in Australia's beer sales. So how did they do it? This article explains how Coopers achieved success through product and market diversification, along with realistic brand positioning and niche marketing.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Social implications

The paper would be interesting to a variety of readers, specifically those interested in resisting takeover, niche marketing, the Australian brewing industry, and/or family owned businesses.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2010), "“Don't take sides against the family”: How Coopers Brewery achieved success in a concentrated market", Strategic Direction, Vol. 26 No. 1, pp. 11-12. https://doi.org/10.1108/02580541011009743