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Australian Beverages Limited

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Australian Beverages Limited
A. A brief introduction of ABL
Australian Beverages Limited (ABL) commenced soft drink manufacturing in
1937. During the 1970s and 1980s, the company expanded its beverage portfolio by entering into other non-alcoholic beverage categories, such as fruit and milk-based drinks. Entry into the snack food market was recently undertaken in response to declining consumption of carbonated soft drinks
(CSDs), the company’s traditional area of business strength. This move also enabled ABL to leverage its strong distribution capabilities to supermarkets, convenience stores and hospitality channels by adding such complementary food products to non-alcoholic beverages. Nevertheless, CSDs still accounted for 90 per cent of company revenue in 2004.
Tom Dwyer, the current managing director, has been with the company since
2005. He joined the company at a time when CSD growth was stagnating and shareholder confidence in the company was waning. In order to restore shareholder confidence, Dwyer established a strategic planning team within the company to assess the current product portfolio and identify organic and acquisition growth opportunities.
Having finalized the integration of a snack food business acquisition just over
12 months ago, Dwyer is now aware that he needs to identify further growth options given predicted continuing decline in the CSD market. In January 2010 he asked the strategic planning team to undertake a detailed review of opportunities for future growth, specifically identifying products and markets where the company would have the capabilities for successful entry. Bottled water was one industry that was identified, based on its complementary nature to the existing beverage portfolio.
B. The Australian bottled water manufacturing industry
As consumers become more health-conscious and change their drinking

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