This report will be outlining the internal and external environment for Cobra beer alongside recommending a strategic plan for cobra and how these plans can enhance their branding and reputation. The analysis of the internal and external analysis was done through Pestle framework and porters fiver forces model. The report also evaluates the internal environment of cobra beer by used the resource based views, which will give readers an insight into how effectively Cobra beer are using their resources. Finally, the report will be emphasizing and implementing strategies for cobra been.
After analysing and scrutinizing the beer industry alongside cobra beer themselves it has been found that Cobra beer are within a very competitive market. Cobra beer need to therefore differentiate themselves from their competitors by creating a beverage of different taste that is sustainable for the environment and the health of consumers. It was important that cobra beer found the balance between growth and being ethical to alleviate such crises as the PR crisis in 1998. However, upon analysis it was important to examine the strategies cobra beer use to create a product, which is for a market with many bee beverages.
The analysis of cobra beer has determined that cobra beer is on the verge of becoming of the one of the best if not the best beer beverage companies in the world. The strategies cobra beer is second to none in comparisons to their industry rivals. The joint venture with Molson Coors have helped them along way in regards to achieving sustainable growth which coincides with their financial statements in regards to their record high revenues and profit year in year out. in regards to implementing strategies for cobra to move forward as a company it was important cobra beer should employ vertical integration as this helps the business have a control over its resources. Although it should be added Cobra Beer should keep their core tradition within their company in regards to branding and products as this helps them become unique to the market but it also important to differentiate to an extent. Finally the Social media campaigns are crucial for Cobra beer in order for them to attract new customers.
Table of Contents
The business environment in this current era is an environment of great complexity. Therefore, this complexity has impacted on the values of companies and therefore the aim is to be the best in the industry. It is now become essential for businesses to use their resources in an effective manner, which enables them to offer consumers the best products in an ethical manner. Alongside the competitive nature of the business environment has meant institutions should implement new strategies to be ahead of their game in respect to their competitors (Doz and Kosonen, 2008). This report will therefore will be looking at cobra beer and analysing the Macro and Microenvironment factors to assess the profitability of the beer industry and importantly looking at factors that could hinder the beer industry in the future. The following section of the report will be looking at in-depth analysis on Cobra Beer firstly looking at their internal environment this will be done through using a resource based tool. It is important to evaluate the product cobra beer offer to data in comparison to their competitors and how they are differentiating within a very dense market. Finally, and most importantly the report will be recommending and implementing strategies cobra beers should use in order to move forward as a company and become the best in the beer industry.
The success or failure of any organization depends on its ability to adapt to any change in the environment. Strategy development thus concentrates on the future, and not on the past or the present. External environment factors introduce themselves as open doors for risks to the organization’s productivity and sustainability (Kamran, 2017).
The external environment incorporates everything outside the association (worldwide, nation and industry levels) that may influence the capacity of the association to accomplish its objectives.
An association’s working environment has two sections; the Macro condition and the Micro condition.
It is utilized to distinguish the outside powers influencing an association/making up its Macro Environment. This is a basic examination of an association’s Political, Economical, Social and Technological (PESTLE) factors within an Industry (Peters, 2016).
This section of the report will be analysing and evaluating the Beer industry and further looking at the factors mentioned above and how this can have an impact for the respective companies within the beer industry.
The beer industry is one that faces a lot of government control. A reason for the huge measure of control is because of the way that in some region’s brewers can be controlled by the government, state governments, and areas. The government has seven unique territories of control identifying with the brew business. The region identifying with bottling works and beer manufacturing is the one that influences the beer industry (Kraaijenbrink, 2008).
The government agency that is in charge of controlling this industry is the Bureau of Alcohol, Tobacco, and Firearms. The department has issued directions with respect to fermenting of beer that “incorporate confinements on the area, utilize, development, and gear of distilleries, and additionally laws relating to the capability of bottling works and their issuance of securities and assents of surety. Political factors that may have an affect on the beer industry in the UK may include the occupational tax that has been imposed by the UK government also the restrictions that are placed in manufacturing the beer (Offerle, 2008).
Innovation serves to preparing industry organizations to grow more productive circulation channels and developed facilities with technology that expands the fermenting procedure and enhances the nature of the development and collecting process. This builds consistency and diminishes costs (Ritchie, 2007).
Legal issues influence the beer industry when gathering, publicizing and naming. When promoting beer items, target purchaser age must be more than 21 years. Likewise a portion of the nations, for example, Middle East and other Islamic nations promoting for beer items are restricted. In this manner they need to obey standards and directions as indicated by nations where it works (Miller & Dess, 1993).
Competitive rivalry is something whose scope is one the most ideal approaches to distinguish the monetary attributes of any industry; with the beer business the degree involves the worldwide geographic range over which a large portion of the main brewing pioneers contend. Penetration in the remote market field is turning into a key achievement for a large portion of the rivals in the beer business.
The market size of the beer business is very large. This is an extensive industry, which gives many occupations, and the market comprises of numerous contenders, some being vast and some working on a little scale. The competition is separated into three sections, National, Regional, and Microbrewers (Miller & Dess, 1993).
The beverage industry is to a great degree aggressive, with private brands incredibly affecting environment. In markets that are developing, the utilization of beer has vacillated because of changing inclinations of consumers about beverages and slow growth of population among key demographics.
This resistance to beer consumption customarily originated from a religious restriction to the utilization of liquor. Society is additionally feeling the impacts of alcohol abuse; it is a direct result of this that Sin Taxes have been required on beer, as an endeavor for government to discover far and intends to benefit from the deal and utilization of liquor (Muspratt, 2006).
Source: Porters 5 Forces Model (CGMA, ND)
Pressure from Buyer Bargaining Power–High
The beer business of UK is encountering a higher bargaining power of buyers as an ever-increasing number of individuals have shifted from beer and in this way not very many customers are left in the market. This has happened because the business is confronting low switching expenses and buyers think that it’s simple now to change from beer to different substitutes. An expansion in the bargaining power can likewise be ascribed to the institutionalization of the item, as brew is not, and can’t be, separated much from its substitutes (Griffin & Weber, 2006).
Pressure from Supplier Bargaining Power- – Medium
It would not be right to propose that the beer suppliers have likewise confronted a decline in the ability to deal. Notwithstanding numerous players of the business leaving the field, the current suppliers can’t keep up a strong hand over the purchasers. The fundamental purpose for the failure to build costs to expanding profit is the general increment in costs coming about because of government charges. This has as of now made numerous buyers switch to substitutes and any further increment in cost would do only to bring about a more noteworthy decrease in the quantity of buyers and along these lines additionally weaken levels of profit (Miller & Dess, 1993). Another reason for the suppliers bargaining power to be medium/low is due to the complexity of the process to manufacturing beer, that include materials which fluctuate in price and therefore may lead the industry paying a premium price to manufacture their products (Christensen, 2015).
Competition among Sellers—Medium/Increasing
Rivalry among merchants in the Beer Industry is construct essentially in light of brand, quality, and bundling with cost not encapsulating the most imperative element. The ascent of the specialty preparing division is another remarkable focused improvement.
The beer business of UK is confronting a high force of competition among contenders as these contenders are currently battling to pick up a bigger share of the perpetually contracting profit pool as the business is presently in the declining phase of the life cycle. The current players in the market will do each conceivable thing to stub any organization going into the business to forestall sharing of profit (Pretorius, 2008).
Pressures from Sellers of Substitute Products—Medium/Increasing
The pressure from merchants of substitute products is viewed as medium to expanding. Recent information recommends both the wine and spirits industry are picking up share to the detriment of brew (Griffin & Weber, 2006). The drivers to this incorporate both the wine and spirits enterprises have expanded both their advancements and estimating all the more forcefully against brew, the developing impression of beer being less strong and intriguing than wine and spirits.
The Threat of New Entrants- – Medium
While the Beer Industry has seen a blast of specialty brewers enter the commercial center throughout recent five years, the hindrances to section still remain genuinely high. The huge brewers have critical economies of scale, the capacity to spend substantial sums on marking, advertising, and advancements, and in addition to some degree a bolt on both the restricted rack space of the retailer and also the wholesaler/discount channel with controls constraining the quantity of circulation concurrences on a territorial premise (Leidecker & Bruno, 2017).
UK’s brew industry exhibits high barriers to entry for any organization that desires to enter the market of UK. The limitations are significantly forced by the legislature as it has demanded higher charges and administrative expenses on beer that have made it all the more exorbitant for providers and in this way prompt a general high cost of beer (Pretorius, 2008). The barriers are high likewise on the grounds that current distilleries appreciate noteworthy economies of scale as they are settled and have been preparing beer over an extensive period that permits them to limit their costs that is they appreciate cost preferences that are autonomous of scale of production.
Source: Lifecycle (Josephagen.com, ND)
The Beer industry currently has many political implications within in such as further imposed taxes, which could hinder opportunities for companies to make excess capital in terms of profit. Their Global financial crisis (GFC) in 2008 had impacted the beer industry hugely since then the industry have been rebuilding to back to its glory days (Pullman et al, 2015). Current literature abounds since the GFC; the small traditional beer companies have struggled to keep up with big brands such as Heineken, Carlsberg and Cobra (Bounds and McClean, 2016). The literature emphasises further this is due to the financial power the respective big brands hold in comparison to the smaller breweries.
The article further highlighted the resources the likes of Cobra and Heineken hold means they can exploit gaps in the market and offer new products which attracts more customers (Bounds and McClean, 2016). It has been highlighted that the beer industry is currently a very prosperous industry in the UK economy, which helps create jobs that helps the UK economy thrive (Gov, 2015). The beer industry is currently in the maturity stage in the industry life cycle, which is illustrated in figure 1 above. The rationale behind the beer industry being in the maturity stages because using the PESTLE framework and using the porters 5 forces model has helped analyse that the industry is clearly focusing on creating a competitive and sustainable industry (Veikou, 2014). This in terms is allowing breweries to maximize their profits and compete for a bigger market share (Veikou, 2014). This means companies within the industry need to attract consumers by offering better products.
In order for any strategy’s success, it ought to be founded on a reasonable evaluation of the company’s internal assets and abilities. An internal analysis gives the way to distinguish the strengths and weaknesses to develop and face the consequences while making strategies. The internal analysis considers the company’s assets; the targets, strategies, and arrangements; and how well they were accomplished (Joplin & Shaffer, 2017).
The elements such as finance, marketing etc. are a part of every organization independent of their size, nature, and extent of business.
- Value Chain Analysis:
Value chain analysis is a procedure used to break down internal firm practices. It has an objective to perceive, which practices are the most significant (i.e. wellspring of cost or unique preferred standpoint) to the firm and which ones could be enhanced to give benefit.
Cobra beer is the most commended brew over the UK, in 2012 snatching the most prestigious honor of Monde Selection, remaining a well-preferred beer over the world. As per the Nielsen study made in November, Cobra beer demonstrated year on year volume development of 20% which is more grounded than any of the brand put above in the positioning (Joplin & Shaffer, 2017).
- Financial Analysis
Cobra Beer faced a financial crisis and in order to solve that the option was to do a joint venture. The operations of Cobra Beer was then sold to a brewing company named Molson Coors, the second highest ranked company in UK which has sales up to 8.6 million hectoliters. The financial details are still not known for this venture but the expected amount is £180 million to £200 million. As per (Joplin & Shaffer, 2017), a loss of £15.9 million is reported with the decreased demand for beer in the market expected to be the same for the coming three years.
Following is the figure that summarizes the financial position of Cobra beer:
Figure 1: (Yahoo Finance, 2017)- Cobra Financial Statement
The figure above illustrates the total current assets of the company have a value of £6.6 million and the liabilities were appreciated on an amount of £1.5 million. Cobra Beer has a net worth of £5.5 million. The net worth increased at a percentage of 14.98. According to VCCircle, (2009), Cobra Beer has stated that they will be spending £40 million on the marketing of the brand and the sales of the company are expected to rise to £73.6 million. As per the statistics, the debts of the company have increased by 75.11%, but they have also progressed in terms of its total assets.
- Resource based view of the company
Resource based view (RBV) is a point of view and industrial association instrument that supplements Porter’s five forces model in clarifying the wellsprings of an association’s performance (Bridoux, 2004). Investigating this hypothesis is valuable in breaking down the causes of competitive advantage in the beer industry. RBV’s was initially created by Wernerfelt’s paper (1984), yet has consistently been progressed since its commencement, and is helpful to this study as it has a reasonable accentuation on development, innovativeness, value chains, information and dynamic capabilities (Campbell et al., 2011). Emotional connections are set up through naming items after topographical areas, landscapes, history, people and social characters. This is an expansion of differentiation in competitive strategy. . Flack (1997) distinguishes this trend in the rise of the beer market. Human capacities likewise have a huge contribution. It is critical that great compatibility is built with representatives paying less attention to one’s ethnicity and background. To guarantee that this rule is trailed by all, there are numerous counselors whom work close by representatives that are there, if any promotion circumstances happen (Tomlinson & Branston, 2014).
The revenue of Cobra Beer has increased from the year of 2009. The reason being, their joint ventures with the second largest beer company in the UK Molson Coors, which happened after the financial crisis of the company. From 2013-2015, due to the imposed taxes by the government, the company faced declining profits (Wernerfelt, 1984).
The company Cobra Beer is a very popular beverage company globally. The resources that the company holds contribute largely to the growth of the company, giving it a competitive edge over other firms. After the financial issues that the company faced, their turnover and profit margin increased in five years. A decrease in profit was observed in 2014. After analyzing the financial statement of the company, it is known that Cobra uses its resources very effectively (Wernerfelt, 1984).
Human Resource (Physical):
The human resource department includes the functions of supervising, controlling, planning, improving and evaluating the process. Employee management is a very important resource of the business. At Cobra Beer, the human resource has various jobs to perform, which include production, evaluation of performance, labor relations, manufacturing, bottling, packaging etc. All of this needs physical resources and manpower that contributes highly to the growth of the company (Kraaijenbrink, 2008).
In the manufacturing of beer, a lot of activities need to be performed. With the increasing competition and innovation Cobra Beer also consists of cutting edge technological resources that contribute to the success of the company and enables the company to perform all the tasks effectively (Pretorius, 2008).
- Intangible resources
The intangible resource that was used the most effectively by the company is the strong branding. It is the biggest asset that the company has. Cobra beer has been positioned in a dense market due to the color that the brand holds. The company has kept same its core values but branding strategies have changed in view of the strategies of its competitors.
The PR crisis that influenced Cobra Beer in mid-1998, as a grievous article in his PR magazine “Tandoori” incenses Indian restaurant waitress over the UK, debilitating the fundamental distribution channel of the quickly developing Cobra brand. Before Tandoori there was no great publication that went out all the time, these days by-month to month to restaurants. It gives them data, helps them to speak with each other and helps providers to speak with them. All free of cost (Pretorius, 2008).
A major result of the crisis was its impact on the reputation of the company. Negative publicity impacts the brand decreasing its sales and in turn decreasing the profit. Some of the theories that can be linked to this case are following:
4.2.1. Corporate Social Responsibility
Corporate Social Responsibility (CSR) is a business administration tool for associations, particularly in times where the significance of marking and notoriety assume a vital part in their operation, for example, amid times of monetary subsidence. As of late, the monetary emergency has made an unpredictable business condition, where the business risk is incredible and the picture of each organization is affected by the impression of its partners. Associations while planning to expand their benefit are relied upon to diminish or even dispense with their CSR exercises; however a large number of them attempt to utilize these impacts further bolstering their good fortune and to lessen their business risks (Tomlinson & Branston, 2014).
An essential calculate the basic leadership of organizations is their clients, the purchasers as individuals from society. Organizations which have utilized CSR just as a limited time “trap” have lost their purchaser’s trust, and have besides made a flood of disappointed and suspicious customers, not able to trust organizations and their offered items. The main solid apparatus that can possibly upgrade or recoup the lost purchaser certainty is the exertion of the organization towards society through CSR exercises and activities (Wernerfelt, 1984). The question rising is whether CSR ought to be dealt with as an extra cost for organizations or as a speculation with quantifiable outcomes, a remedy to the financial downturn.
4.2.2. Reputation management
At the point when a PR crisis unfurls there are pitfalls to stay away from and steps that should be taken. Poorly overseen communication can harm a brand, and erode worker, stakeholder and client engagement. Yet, overseeing them well can prompt expanded efficiency and engagement.
Reputation is the motivation behind why individuals and associations work with organization (Davies, 2002). Reputation is a standout amongst the most defenseless values the organizations need to remain feasible in the all-inclusive warmed business condition. Today, corporate concentrates on stakeholder relationship administration to maintain their procedure about supportability.
Corporate sustainability can be depicted as meeting society’s desire that associations should increase the value of, their conduct, products and services. It is along these lines the proceeding with responsibility by business to carry on morally and add to monetary improvement while enhancing the personal satisfaction of all included partners. Notwithstanding its present fame, mark notoriety administration (BRM) is not another idea. Most strong companies have constantly considered their notoriety important. It used to be called PR and informal advertising. Be that as it may, the field has changed on a very basic level from that point forward. Client created criticism through social locales and audit systems is presently ordinary, and such moment input implies new difficulties and open doors for each business (Wernerfelt, 1984). Essentially, having a decent resistance and additionally assault system is required. Here are seven key ranges you ought to address:
- Monitoring the brand
- Social Media PR
- Surveys and proposals
- Customer Service
- Negative-PR administration
- Brand promotion
The organization is as of now utilizing distinctive strategies, for example, differentiation, propelling products with additional features and better quality, distinguishing niche market, marking, sending out and growing by acquisitions and so on which can be clarified with the assistance of different models. Differentiation includes: Low price, Segment specificity, Differentiation or Hybrid etc. can be utilized as the focused methodology. Lister et. al. (2006) gives the procedure clock which separates amongst winning and failing competitive strategies. ‘The Strategy Clock: Competitive Strategy Options (Secp.gov.pk. 2017). The Company has picked up the upper hand utilizing the differentiation methodology. Michael Porter initially clarified the differentiation as aggressive methodology in 1980 utilizing a model known as Generic business level technique (Singh & Reve, 2017).
Wellspring of Competitive Advantage Cost Uniqueness, Target Market, Cost Differentiation of Leadership, Aggressive marketing, Scope Focused (Secp.gov.pk. 2017). The company should adopt a competitive pricing strategy. Cobra Beer is slightly more expensive than competition “you get what you pay for”. Differentiation is in a way that the beer is not bitter and less flat than ale. It is less gassy than regular beer and focuses on good quality, freshness and is perfect with Indian food. However, other beers in the market are gassier and harsher. Aldo it was observed that advertising with Karmarama –campaign increased social media fan base by 170% resulting in a 23% increase in sales. (Cobra Karmarama, ND)
The presence of Cobra beer has been made detectable in UK, USA, South Africa, India and other European nations. As import obligations in India are high Cobra chose to deliver lager in India. Cobra beer is currently being delivered in Rajasthan, Goa, UP and ‘Som Breweries’, MP, ‘Iceberg Breweries’, Bihar. Still the part of the overall industry and per capita utilization in India is low when contrasted with UK, being the significant contender
Source: Ansoff Matrix (Adrawsoft.com, ND)
Market Development is a strategy that is highly recommended in which there is a point of expanding sales of existing services to new markets (Wernerfelt, 1984). This is conceivable by advertising and marketing in new areas. Cobra Beer has three ranges: Cobra premium, Cobra Zero & Cobra King
Prepared first in Banglore India, Cobra beer contrasts from its adversaries obviously giving a less gassy feel, including a valid vibe of having an Indian Food which is exceedingly refreshing in all parts of UK. Since first experience with the market, the fundamental premise of cobra lagers deals in market was on sole comprehension of being not quite the same as the brew or ales accessible in the market, which were unfit for utilization with “curry” sustenance. (Peters, 2016) Other brands: BraCo founded in 2014, three different ranges BraCo Zero, Premium, Queen
As the Indian market devours 85 million cases for every year and Cobra see it growing 30-35 times in the next 25 years, so more degree is there to set up and position itself and catch a big share in the market. In the event that the market keeps on opening up then there are more opportunities to succeed. In the event that the clients are given more prominent decisions then they do respond, hence plausibility is there to infiltrate into the market. As the economy develops likewise develop the consumption example of the customers, which may prompt higher demand. A slight unwinding in the govt. standards and duty would prompt access to additional markets and lowering of cost of lager, accordingly prompting more development prospect and deals (Muspratt, 2006). By taking a gander at the capability of Indian markets Cobra jump at the chance to make India a creation center for the entire South Asia which would bring about more get to better administration.
Going into new markets by offering a full scope of packaging arrangements, including jars and multipacks.
A good strategy is to implement is vertical integration for example start producing it like farming to have more control on their prices. Brewing has a tendency to be drawn towards vertical integration, particularly forward vertical integration, where brewers possess and control the bar outlets. Once the outlet is possessed it can be controlled, with costs fixed by the brewer. This additionally has the impact of making a hindrance to rival brewers who might be denied access to the outlet (Chen, 2014).
Cobra Beer ought to position himself as a brand that improves brand perception and makes mindfulness about the brand in India as a brand that was conceived in India, went to UK, ended up noticeably effective there and has come back to India now. It ought to go ahead with the same USP the lager is the ideal accompaniment to fiery Indian food. The organization ought to go for item adjustment at provincial, country, city and retailer level. The organization ought to develop mark shape base both strategically (building mindfulness before brand-picture) and strategically (creating sources of brand value in the market) (Miller & Dess, 1993).
The organization can concentrate on the 30% residual part in Andhra Pradeshwhere 64% is with SAB Miller and 6% is with UB. It ought to do surrogate ads like Kingfisher and others to promote their image and product. The organization ought to target it more as a young item by supporting various events like games (ICL competition), mold appears, shows etc. Apart from utilizing just few types of ad means (TV advertisement, sponsoring ) the organization ought to spread positive WOM and can run for developing association with the neighborhood retailers as they did in UK to serve their lager to the purchasers and potential consumers. The Cobra brew can likewise advance its image by tying up the various airlines organizations where the travelers being given the cobra beer. The organization additionally can go down its image by highlighting the various awards won by it in various 2 classes. In this way making a brand image and a sort of impression in the brains of purchasers and potential consumers to move from the current brand and to begin taking Cobra beer (Merrilees, 2007).
Apart from this Cobra Beer can adopt three strategies: Suitability, feasibility and acceptability (Wu,2010).
Suitability manages the general basis of the methodology. One strategy for evaluating suitability for Cobra Beer is utilizing a SWOT analysis which includes the company’s strengths, weakness opportunities and threats. An appropriate technique fits the association’s main goal, mirrors the association’s capacities, and catches openings in the outside condition while keeping away from dangers. A reasonable procedure ought to determine aggressive advantage(s).
Feasibility deals with analyzing whether Cobra Beer has the assets required to execute the marketing plan, (for example, capital, individuals, time, market get to, and aptitude). One strategy for investigating practicality is to lead a pay back the original investment examination, which distinguishes if there are contributions to produce yields and purchaser request to take care of the costs included.
Acceptability is linked with the desires of partners, (for example, shareholders, representatives, and clients) and any normal financial and non-budgetary results. It is imperative for partners to acknowledge the system in view of the hazard, (for example, the likelihood of results) and the potential returns, (for example, advantages to partners). Representatives are especially prone to have worries about non-budgetary issues, for example, working conditions and outsourcing. One technique for evaluating adequacy is through considering the possibility that examination, recognizing best and most pessimistic scenario situations (Miller & Dess, 1993).
In order to construct a successful brand, good image of business in external and internal condition is fundamental. To manufacture this notoriety open connection is the most imperative device utilized. Partners included inside and remotely should be address with help of PR. Cobra beer, as a top-notch lager mark has been constantly required through its cobra establishment in exercises of philanthropy, wellbeing and training. Through this battle we will attempt and distinguish, fabricate, upgrade partner relationship of cobra lager. To support our IMC battle Public connection will improve mark picture (Tomlinson & Branston, 2014).
Goals of PR Campaign:
- Recognizing essential and auxiliary partners
- Building up correspondence between business house and partners
- To create positive and tenable image of brand in media
- To keep communication streaming among media, partners and association.
- To make mindfulness about cobra brews esteem and put stock in partners.
Web-based social networking:
Web-based social networking is altering the way individuals do promoting and is a standout amongst the most critical channels for vital crusades. Individuals now tend to look for the investment of online groups to impart and trade assets with each other. Along these lines, Cobra brew can put resources into a web-based social networking to build the profundity and expansiveness of its association with its customers.
It will be a medium for us as advertiser to exhibit cobra beer legacy and premium picture with devotees and fans. Online networking will likewise share new occasions, limited time exercises with individuals in the meantime getting their surveys. A fan page will be made which will fill our need as takes after (Kraaijenbrink, 2008)
5.4. Implementation and Conclusion
The analysis of cobra beer has determined that cobra beer is on the verge of becoming of the one of the best if not the best beer beverage companies in the world. The strategies cobra beer is second to none in comparisons to their industry rivals. The joint venture with Molson Coors have helped them along way in regards to achieving sustainable growth which coincides with their financial statements in regards to their record high revenues and profit year in year out. In regards to implementing strategies for cobra to move forward as a company it was important cobra beer should employ vertical integration as this helps the business have a control over its resources. Although it should be added Cobra Beer should keep their core tradition within their company n regards to branding and products as this helps them become unique to the market but it also important to differentiate to an extent. Finally the Social media campaigns are crucial for Cobra beer in order for them to attract new customers
1. Ansoff Matrix Template And Professional Matrix Software. Edrawsoft.com. ND., 2017. Available at: https://www.edrawsoft.com/ansoff-matrix.php [Accessed 16 Apr. 2017]
2. Arvanitoyannis, I.S., Kotsanopoulos, K.V. and Veikou, A., 2014. Life Cycle Assessment (ISO 14040) implementation in foods of animal and plant origin: review. Critical reviews in food science and nutrition, 54(10), pp.1253-1282.
3. Beverage Industry, (2013), Craft beer consumers excited by seasonal offerings. [online] Available at:
http://www.bevindustry.com/articles/86979 [Accesed 26 Mar.2017]
4. “BBC NEWS | Business | Cobra Beer Bought By Molson Coors”, (2009) [Online] Available at: http://news.bbc.co.uk/1/hi/business/8074792.stm [Accessed 17 Feb. 2017]
5. Bounds, A. and McClean, P. (2016). Traditional brewers squeezed by rise of ‘craft beer’. The financial Times, 27 December. Available from <https://www.ft.com/content/7759179a-c6ab-11e6-9043-7e34c07b46ef> [Accessed 1 April 2017].
6. “Britain Becomes ‘Brewing Powerhouse’, (2015) . [Online] Available at: https://www.gov.uk/government/news/britain-becomes-brewing-powerhouse. [Accessed 17 Apr. 2017.
7. British Foods, (2014), British and Irish Beer – Facts, Figures and History. [online] Available
http://britishfood.about.com/od/beersalesandcider/a/beer.htm [Accessed 13 Apr, 2017)
8. Campbell, D., Edgar, E., Stonehouse, G. (2011). Business Strategy. (3rd ed). Palgrave Macmillan.
9. Chen, C.W., (2014). Estimating the foreclosure effect of exclusive dealing: Evidence from the entry of specialty beer producers. International Journal of Industrial Organization, 37, pp.47-64.
10. Christodoulou, I. and Patel, Z. (2015). Strategic Perspectives. Wiley Custom: University of Westminster.
11. Clemons, E. K., Gao, G. G., Hitt, L. M. (2006). When Online Reviews Meet Hyperdifferentiation: A Study of the Craft Beer Industry. Journal of Management Information Systems. 23(2), 149-171.
12. Cobra – Karmarama, ND. [Online] Available at: https://www.karmarama.com/work/cobra/ [Accessed 10 Apr. 2017]
13. Conner, K. R. (1991).A Historical Comparison of Resource-Based Theory and Five Schools of Thought Within Industrial Organization Economics: Do We Have a New Theory of the Firm? Journal of Management, 17
14. Connor, T. (2002).The Resource-Based View of Strategy and Its Value to Practising Managers. Strategic Change, 11(4), 307-316.
15. Christensen, E. (2015). The Ingredients You Need to Beer Kitchn- [online] Available at: http://www.thekitchn.com/the-ingredients-you-need-to-brew-beer-and-where-to-get-them-the-kitchns-beer-school-2015-217249>[Accessed 12 April 2017].
16. Datamonitor, (2009),BrewDog case study. [online] Available http://connection.ebscohost.com/c/casestudies/54490351/datamonitor-brewdog-case-study [Accessed 14 Feb 2017]
17. Dulcic, Z., Gnjidic, V., Alfirevic, N. (2012).From five competitive forces to five collaborative forces: revised view on industry structure-firm interrelationship. Social and Behavioural Sciences, 58 (4), 1077-1084.
18. Doz, Y.L. and Kosonen, M., (2008). Fast strategy: How strategic agility will help you stay ahead of the game. Pearson Education.
19. Griffin, J. and Weber, J. (2006). Industry Social Analysis: Examining the Beer Industry. Business & Society, 45(4), pp.413-440.
20. Icaew.com. (2017). What is corporate governance? | Overview | Corporate governance | ICAEW | ICAEW. [online] Available at: https://www.icaew.com/en/technical/corporate-governance/overview/does-corporate-governance-matter [Accessed 29 Mar. 2017].
21. “Innov, Mkts And Ind Change: 4.2 The Industry Life Cycle”, (2008). [Online] Availlable at www.Josephaegan.com. [Accessed 16 Apr. 2017].
22. Joplin, J. and Shaffer, M. (2017). The Macro-Environment and Work-Family Conflict – Jul 20, 2016. [online] Journals.sagepub.com. Available at: http://journals.sagepub.com/doi/abs/10.1177/1470595803003003004 [Accessed 26 Mar. 2017].
23. Kamran, Q. (2017). Complexity the Sixth Competitive Force that Shapes Strategy: A Cybernetics Approach to ‘Porter’s Five Forces Model’ in Turbulent and Complex Environments. SSRN Electronic Journal.
24. Kraaijenbrink, J., Spender, J. C., Groen, A., (2009),The resource-based view: A review and assessment of its critiques. [online] Available http://mpra.ub.uni-meunchen.de/21442/ [Accessed 1 Apr 2017]
25. Leidecker, J. and Bruno, A. (2017). Identifying and using critical success factors – ScienceDirect. [online] Sciencedirect.com. Available at: http://www.sciencedirect.com/science/article/pii/0024630184901638 [Accessed 5 Mar. 2017].
26. Lifecycle, (ND), [Online] Available at: http://www.josephaegan.com/elearning/mod/resource/view.php?id=1674 [Accessed 19 March 2017]
27. Lister, J. (2017). How Organization Theory of Ethical and Social Responsibility Affects the Workplace. [online] Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/organization-theory-ethical-social-responsibility-affects-workplace-17849.html [Accessed 10 Apr. 2017].
28. Merrilees, B., (2007). A theory of brand-led SME new venture development. Qualitative Market Research: An International Journal, 10(4), pp.403-415.
29. Miller, A., Dess, G. (1993). Assessing Porter’s (1980) model in terms of its generalizability, accuracy, and
simplicity. Journal of Management Studies, 30 (4): 553-585.
30. Muspratt, C. (2006). Cobra Beer raises funds to fuel export and expansion.
31.Offerle, B.C, 2008. UK small entrepreneurs as new exporters: The importance of being British?. Journal of Asia Entrepreneurship and Sustainability 4(2), p.40.
32.Peters, N. (2016). In conversation with Cobra Beer’s Lord Bilimoria.
33.Porters 5 Forces Model, ND. [Online] Available at: http://www.cgma.org/resources/tools/essential-tools/porters-five-forces.html [Accessed 20th march 2017)
34. Pretorius, M. (2008). When Porter’s generic strategies are not enough: complementary strategies for turnaround situations. Journal of Business Strategy, 29 (6), 19-28.
35. Pullman, M.E., Greene, J., Liebmann, D., Ho, N. and Pedisich, X., 2015. Hopworks Urban Brewery: A Case of Sustainable Beer. oikos free case collection.
36. Secp.gov.pk. (2017). Corporate Governance | SECP. [online] Available at: https://www.secp.gov.pk/corporate-governance/corporate-governance/ [Accessed 26 Mar. 2017].
37. Singh Achrol, R. and Reve, T. (2017). The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis on JSTOR. [online] Jstor.org. Available at: http://www.jstor.org/stable/1251399?seq=1#page_scan_tab_contents [Accessed 16 Mar. 2017].
38. Stonehouse, G., & Snowdon, B. (2007). Competitive Advantage Revisited: Michael Porter on Strategy and Competitiveness. Journal of Management Inquiry, 16 (2), 256-271.
39. Ritchie, C. 2007. Beyond drinking: the role of wine in the life of the UK consumer. International Journal of Consumer Studies 31(5), pp.534-540.
40. Tomlinson, P. R., Branston , R. (2014). The demand for UK beer: estimates of the long-run on- and off-trade beer price elasticities. Applied Economics Letters, 21 (3), 209-214.
41. Wernerfelt, B. (1984).A Resource-Based View of the Firm. Strategic Management Journal, 5 (2), 171-180.
42. World Economic Forum, (2011), Global Competitiveness. [online] Available
https://www.weforum.org/issues/global-competitiveness (Accessed April 4, 2017)
43. Wu, T. (2010). Strategic Choice – Johnson And Scholes Suitability, Feasability And Acceptability Model. Learning Centre. Available from <http://www.tolobranca.nl/wp-content/uploads/2015/08/SFA-Matrix-learning_strategic_choice.pdf> [Accessed 9 April 2017].
44. Yahoo Finance (2017). CBV.V Income Statement | Balance Sheet | Cash Flow | Cobra Venture Corporation Stock – Yahoo Finance. [online] Available at: https://finance.yahoo.com/quote/CBV.V/financials?p=CBV.V [Accessed 16 Apr. 2017].
Cite This Work
To export a reference to this article please select a referencing stye below:
Related ServicesView all
Related ContentAll Tags
Content relating to: "Business Analysis"
Business Analysis is a research discipline that looks to identify business needs and recommend solutions to problems within a business. Providing solutions to identified problems enables change management and may include changes to things such as systems, process, organisational structure etc.
Comparison of JD Sports and Sports Direct Financial Statements
FINANCIAL STATEMENT ANALYSIS REPORT COMPARISON BETWEEN JD SPORTS FASHION PLC AND SPORTS DIRECT INTERNATIONAL PLC Introduction: The purpose of this financial report is to analyze, compare and evaluate...
Nike’s Organizational Culture Inventory
TABLE OF CONTENTS Introduction……………………………………………………………………………………….4 Research Summary……………………………………………...
DMCA / Removal Request
If you are the original writer of this dissertation and no longer wish to have your work published on the UKDiss.com website then please: