SWOT Analysis of Fosters Group Strategy in Greece

wad Analysis of Fosters Group outline in GreeceFosters Group is focusing on better st treadgy to get profit in the liquor industry after being hard in the domestic groceryplace. In this subsidisation I mentioned all the master(prenominal) factors of Fosters for first appearance in new grocery. I prolong selected the Greece market for the appellative . Greece is a queen-size alcohol market Fosters planned to merchandise Penfolds stash away 407 wine to Greece. This assignment c ein truthwheres all the internal and external analysis through with the help of PESTLE analysis etc. An some other tool is SWOT analysis which c all overs Fosters companys information about the vividness, weakness, opportunities, threats. The another main part of this assignment is marketing strategies which suck up all the information how Fosters fruit exported to Greece and which strategies implemented and how consumer be live withd in that particular market .Swot analysis was conducted to check the assumption and forecasting gross revenue to be made once the result is launched in the Greece.Contents asylumFosters Group is a top multi-bever mount company which delivers a selection of beer, wine, spirit, cyder and non-alcohol beverages. Penfolds is storied brands for dry red table wine of Fosters Groups. The product which selected for exporting to Europe is one of the Bin range- Bin407. The Penfolds Bin-407 Cabernet Sauvignon is a multi-district mixture mostly from the due south east to South Australia- specially, the Limestone Coast (including Connemara and Robe) and Bordertown.With a portfolio of over 100 brands, trading operations on five continents and a history stretching back clx years, weve built something unique at Fosters. We atomic number 18 a global bounteousness branded drinks company, delivering beer, wine, spirits and ciders to millions of consumers every day. From Penfolds to Beringer, Fosters Lager to Victoria Bitter, we produce the labels that consumers have learnt to trust since the 1840s. Our winemakers and brewers are today developing the innovative new products that exit tap consumer trends in the years ahead. Headquartered in Melbourne, Australia, and listed on the Australian Securities Exchange, Fosters employs over 6,000 people and our products are sold in more than than 155 countries foundationwide.The market which has been selected is Greece and aiming all the wine drinkers especially people whose age are supra 25. The reason behind choosing wine for exporting to Greece which is k straightwayn as the market of alcohol is very large and as there is no age limit of drinking, wine bear be very handy product for export. Greece is one of the worlds great tourist destinations. Greece is frequently welcoming arround 12.5 million visitors a year. Total wine consumption in Greece is14,919 million litres. Consumers are p have-to doe withably open-minded about innovation and new products and this is providing costant growth for New public Wine. (group, 2010)SWOT ANALYSISSTRENGTHBrand name is the main intensiveness of Fosters. Every alcohol consumer in hale world knows what Fosters is, in other word Fosters is world-widely very well-known brand and Penfolds is one of the famous brand of Fosters in the market.Fosters has huge range of product such as beer, wine, spirits, cider, pre-mixed product and non alcoholic, with its divers(prenominal)iates group of interested Fosters tend to spread its awareness and now have acquired 30 different trademarks under its name.Fosters is the one of the largest companies which delivers its products and run to more than one hundred fifty countries. Exporting to so many countries is hard task barely having an operative distribution channels gives strength.As exporting to more than 150 countries Fosters has retained strong turnover in current years with noble market shares in comparison to its rivals. Growing at this rate, Fosters lead in brief acquire n o. 1 bureau in alcohol industry. angiotensin-converting enzyme of the key strengths of the Fosters is its differentiated price range. Having almost at all prices Fosters have targeted all segments of the market from medium class to premium class, anyone and everyone can bonk Fosters product. (synodinou, 2003)Political issues are strongly feigned marketing decisions.These include environs consists of laws, government agencies and pressure groups that influence and limit various organisations and individuals in apt(p) society (Kotler, et al, 2001138). political surround are enjoyed at very archaeozoic stage and its growing economy has enhanced business assurance over the last decade, leading to significant overseas investment.(refers to APPENDIX)The economic environment contains elements that affect consumer purchasing power and spending patterns (Kotler, et al, 2001132). Current in manage, Consumption, Savings and Credit are buying strength of a human. GDP of Greece is 117 bill ion or 11.700 per occupant, which is ex.treme downstairs average to European nations which in turns gives devolpment level weak. Economically, National level as well as on an individual level,they have a limited(weak)IST. Greece has entered the European Monetary Union (EMU) since January 2001, the actual f pitiable of the common currency onwards one year, and this in turn affect profit by in all probability rally rate, this indicate economical issues which diversify its exchange rate which are control its import and export activities (synodinou, 2003).WEAKNESSThe study weakness for fosters is that they have not lime lighted their other product as beer. eventide today mostly everyone knows fosters name because of its very famous beer. Other product like wine, spirit is not encouraged well.The wine club and services of Fosters were not recently performed well, this cause negative impact on the gainfulness of its wine business.Fosters have very good name in the world but it stil l lack to get a position amongst international competitors as they mainly focused on brand building and marketing in latest years, Fosters lack brand names amongst its competitors such as EJ Gallos eponymous Californian wines.Fosters serve more than 150 countries but draw off up shows that they have not determined on a particular market in recent year to export premium wines. (synodinou, 2003)OPPORTUNITIESBy evaluating the grind framework (refer to appendix) of Foster the following opportunities were evaluated which are described as follows, refer to appendixAlthough Fosters have certain weakness but they have propagate prospects to cover all these weakness. As alcohol and diet goes accurate on all the occasions. They can serve peanuts, nut etc. with the beer and make the combination to get bigger market share, so entering in food industry is main opportunity for FosterThe wine intake in Greece is increasing in preceding years. Per capita feeding is 26 litres with 86% of the classical people drinking wine 3.2 times per week. The character shows a big prospect to export the wine to Greece.Once the export of Penfolds is on jejuneness stage the other opportunity for Fosters is to start shipping its other goods to Greece. This helps in increasing the gross revenue ratio and will capture the utmost market.Another opportunity for fosters is to create an awareness in health issues as look into shows that red wine is good for health for ex.- improve coughs, low blood pressure etc, as making this an opportunity Fosters can campaign their wine in Greece as Greeks are very health conscious.Greece is low-spirited wine producer. The local yield is limited and the production cost is high, so Fosters can look for better exportation in Greece. Greek consumers take interest in imported wines.If the production goes higher then the whole setup will be developed in Greece and wine will be sold straight through Fosters retail where as 81% of wine imported into Greece i s through wholesalers.Fosters Penfolds is good quality cabernet sauvignon wine where as it can be positioned between low prince and high quality.Penfolds can come in the range of middle price ranges products where anyone and everyone can buy the product. Wines are very economical in Greece. (RBrown, 2005)THREATBy doing a emulous analysis of Foster with its competitors the following threat were evaluated,Domaine Skouras, Emery S.A, Protopapas Winery, Minos cretan wines S.A, Santo greek wines.High rate of local rivals is the main threat of Fosters in Greece, fortunately the current production of wines in Greece is dropped but other players trying to make a position in the alcohol industry.Economy of the Greece is another main factor and the exchange rates which varies with the international act which straight affect the financial outcomes.In Greece, the entrance of new exporters can be a threat. As other companies from various countries can research on the market and can export produ cts to Greece, a well-planned business strategy and plan can be very effective to overcome these threats. (Group, 2007)CONCLUSIONAfter all the analysis and the research it can be concluded that there are number of different area findings regarding fosters group to enter Greece market. The typography is about macro environment factors of Greece. It also included the background of the Greece market. The report discusses the wine industry their major competitors and company analysis. Tools like SWOT analysis details the summary of Fosters strength weakness and analysis. This tool also helps in defining the advantages and disadvantages in entering the new market the new market. The major another part of the report is marketing strategies which cover all the information of the market selected and how fosters are spill to enter into the market. In the last part of the forecasting and the profitability with the fill-in plan and how Fosters is going to monitor all this action plan. Hence it can be concluded that if fosters export Penfolds wine to Greece it will do passing good and will increase the goodwill of Fosters in Greece.REFERENCESAnon., n.d. Drinking in greece. Online Available at http//www.greeklandscapes.com/ depart/food_drinking.html.Fletcher, 2007. GMD euromonitor international.Group, f., 2007. global market information data base euromonitor.group, F., 2010. Online Available at www.fostersgroup.com/about/overview.aspx.Ian Johnston, 2006. Relocating to greece. Online Available at http//uk.businessesforsale.com/uk/relocating-to-greece.aspx.NARAYNAN, R.K., 2005. www.justgreece.org. greece travel guide.RBrown, 2005. GMD euromonitor international.Resnick, E., 2008. wine brand. palgrave macmillan.synodinou, D., 2003. Ag exporter.