Strategic Audit of Coppers Creek
Essay title: Strategic Audit of Coppers Creek
CONTENTS
Executive Summary
Introduction
External Environmental Scanning
Life Cycle
PESTEL analysis
Inter-Industry Environment Scanning
Potters 5-force analysis
Stakeholders Analysis
Intra-Industry Analysis
Competitor Analysis
Key Success Factors
Internal Environment Scanning
Structure and Culture
Capabilities & Competencies
Situational Summary
SWOT Analysis
Directional Policy Matrix
International Strategy
International Value Chain Analysis
Strategy Formulation and Selection
Porters Generic Competitive Strategies
Bowmans Strategy Clock
Development of Strategy
Strategy Evaluation
Scenario Analysis
Conclusion
Bibliography
Appendices
New Zealand Wine Industry
Executive Summary
Like many other industries, the New Zealand Wine Industry (NZWI) is a dynamic one. It is a fact, however, that consumption of alcohol as a whole has fallen. Therefore, we can conclude that the changes facing the industry may not necessarily be beneficial for it. Competing for market share in such a mature environment is without doubt an extremely delicate and difficult affair. However, one such company that is attempting to do so is Coopers Creek (henceforth referred to as Coopers).
Our report aims to provide a clear and concise snapshot of the global as well as NZWI at this juncture, as well as analyse how the industry might change over time. In addition, an integral part of the report will focus on how Coopers might deal with these changes, and the way in which they can incorporate these changes into the companys corporate roadmap.
The report takes into account a few of the macro (external) and micro (internal) factors that had, and will continue to have, significant impact on the industry and the company in general, and suggest alternatives or solutions that our group feels may be feasible.
Certain models have been used in support of our analysis, and the group critically evaluates the use and effectiveness of these models in determining Coopers success factors as well as core competences. From this analysis we then try to identify certain weaknesses in the Coopers value proposition, as well as take note of the areas that Coopers may be able to exploit.
On a whole the management at Coopers has steered the company in the correct direction. However, more emphasis might be needed in terms of differentiating itself from the other New Zealand (NZ) brands. It would have to build on its brand equity, and continue leverage its founder Andrew Hendrys contact network. Succession planning would also have to be included in future strategic plans so that the company will continue to prosper should Andrew decide to depart or retire.
Introduction
Wine Industry and its market studies
The Wine Industry (WI) is filled with many players and there is a huge supply of wine from all over the world, with approximately 70 main wine producing countries. To a certain extent, this industry is at its early maturity stage and wine-producing firms are vying hard for market share. There is a danger of industry capacity exceeding demand basing on the alcohol consumption based on per capita consumption. Since the early 1960s there has not been much growth in wine consumption. The growth was mainly in beer consumption . On the whole, Europe is the highest alcohol consumption region coupled with being the largest wine-producing region as seen in the graph below. However, from studies done by World Health Organization has found that there has not been not much increase in consumption level in