Coopers Business Strategy

Coopers's has established itself as one of the top 3 leaders in the brewing industry by utilizing on its resources, capabilities and competencies.

Coopers has positioned itself as a premium product with features like being hand-crafted and their unique "cloudy" product. Competitors will find it hard to imitate and valuable as the recipe as been passed within family member. Thomas's sons' expertise in business has helped Coopers to establish themselves as a scientifically based brewer of distinction. Hence, they are positioned as a unique, local, premium product in the consumers' mind.

Being a family-owned business, the top few management positions are being held by family members who have gained experience outside the company before joining Coopers. This helps to reduce agency problems as the needs of the different stakeholders are more similar as they are from the same family.

Also, their company's culture is strongly visible with the small workforce of employees. Every employees are interviewed by Coopers' CEO to ensure compatibility in the company. The company's open culture such as fewer rules have make them feel valued.

This ensures Coopers to retain human talents and have much better control with company matters.

Coopers has invested in technology to help to improve not only the quality of the products but also in its equipment to be more environmental friendly. Its unique brewing and fermentation has resulted in "natural conditioning" which makes it a differentiating factor as compared to competitors. Also, it is align with their mission of providing nutritional needs. Without the equipment and the recipe, it will be costly for competitors to imitate and hard for customers to find substitute products. Lastly, a consistent product helps to retain customers and maintain their reputation as well.