Part of a Marketing Plan Assignment Example | Topics and Well Written Essays - 1500 words

Part of a Marketing Plan - Assignment Example In addition to this a SWOT analysis has also been undertaken to analyze the relative areas of strengths and weakness of the company as well as its areas of opportunities and threats. Finally the study concludes with the formulation of a set of SMART objectives that can help the company generate sustainable competitive advantage in the turbulent business environment. The present era of globalization has created a scenario of intense competition among the market players to grab a share of the market. The present study would analyze the business strategy of an Australian Trans National company with regards to the strategic aspects pertaining to business expansion. The organization selected for the study is Foster’s Group Ltd that is a multinational firm based in Australia. Foster’s is a company that is engaged in the manufacture and sale of beer and soft drinks. The company mainly concentrates on its brewing business and is known for being a reputed brand across the world for its quality and perception of the brand. The company since its inception in 1888 has presently grown to about 2300 employees alone in Australia having a dedicated presence in about 45 different nations across the globe. The company is also listed on the bourses of Australian Stock exchanges (Foster’s Group, 2011). Environment plays a crucial role in the functioning and sustainability of any business organization. The mission of Foster’s group is to promote global enjoyment and fun (Funding Universe, n.d.). In this regard the company has a business model that enables in the manufacture and sale of quality beverages with a huge portfolio spanning across varied tastes. The company also has dedicated presence across nations that helps generate a fulfillment of the objectives and mission of the company on a global scale. (Fosters Group-a, n.d.). In addition to beer the company also manufactures other alcoholic and