1. Introduction 1.1 Purpose The purpose of this report, first of all, is to provide brief overview of the premium beer industry. After that, a company in the Australian beer industry, Lion Nathan, will be discussed. From this discussion, three issues will come up which then, finally, will lead into recommendations about what should be done to respond to these issues. 1.2 Background The most recent development in Australian beer industry is the amazing growth from premium beer …showed first 75 words of 2877 total…

…showed last 75 words of 2877 total…ensure that premium beer market will keep growing by using differentiation strategy rather than cost leadership strategy. With differentiation approach, Lion will be able to build their brand names and get a product differentiation rather than just being called as a "me too" company (Evans, 2004d; Lloyd, 2004). <Tab/>Hopefully, if these three problems can be solved, Lion Nathan will become a better brewers and gain more success in Australian beer market.