Introducing a Carbon Neutral Beer Marketing Plan by agassner

Introducing a Carbon Neutral Beer
A research paper that was carried out to test the possibility of introducing a new beer into the Australian market.
# 129198 | 6,247 words | 3 sources | APA | 2010 | AU
Published on Sep 15, 2010 in Business (Companies) , Business (Marketing)

$19.95 Buy and instantly download this paper now


This report outlines how an organisation can enter the Australian beer market with a new brand of beer, positioned as an environmentally friendly, carbon neutral alternative. Data, was gathered from 50 surveys that allowed the researchers to gain an insight into the preferences, perceptions, media habits and purchase behaviour of beer consumers in Australia. The findings illustrate that it would be profitable to enter the Australian beer market, with projections predicting that based on the current preferences of individuals within the market, the optimal product would gain significant market share.
The report includes photos, charts, diagrams and tables of explanation.

Executive Summary
Management Decision Problem
Marketing Research Problem and Research Objectives
Management Decision Criteria
Research Design Rationale
Research Design
Survey Design
Sample Characteristics
Market Segmentation using Conjoint Analysis and Hierarchical Clustering
Cluster 1
Cluster 2
Cluster 3
Cluster 4
Target Market
Marketing Strategies
Reference List

From the Paper:

''Beer has played an iconic role within Australian culture and lifestyle since it was first brought to our shores by Captain James Cook as a means of preserving fresh drinking water. Over the decades, beer has become very popular, making Australia the fourth largest consumer of beer per capita (Kirin, 2004).
''Today there are over 100 different brands of beer in the Australian market, with most local brands being produced and distributed by one of two market leaders, Lion Nathan and Fosters.
''Recent industry data illustrates Lion Nathan's share of the beer market has risen to 40 per cent from 38 per cent over the past five years. By comparison, Foster's share has fallen to 49.9 per cent from 55 per cent, highlighting Lion Nathan's increasing stock that has outperformed a flat Australian beer market (Greenblat, 2010). This can be illustrated by Figure 1.''

Sample of Sources Used:

  • Greenblat, L 2010, SMH, 'Lion Nathan hits the spot as Foster's flattens', 7th June 2010 <>
  • Kirin, 2004, 'Per Capita Beer Consumption by Country (2004)' 27th May 2010 <>
  • Organicoz, 2009, 'Australian Eco Beer - Cascade Green', 24th May 2010 <>

Cite this Marketing Plan:

APA Format

Introducing a Carbon Neutral Beer (2010, September 15) Retrieved January 19, 2022, from

MLA Format

"Introducing a Carbon Neutral Beer" 15 September 2010. Web. 19 January. 2022. <>