Discussion

Analyzing the wine and beverage market trend in Australia, it has been identified that over the past few decades the industry has been flourished in the market (Cameron & McAllister, 2016). Tremendous amount of changes have been shown in the industry. Due to prompt export and important practices, the industry has become largest trading partner for this country. With the increasing growth opportunities in the Australian alcoholic drinks market, it can be assumed that with in the year 2025, the market size will reach USD 32.44 billion (Livingston & Dietze, 2016). It cannot be denied that in the current scenario, increasing rate of wine and drinks consumption, drinking population has been increased. In case of Australian emerging market, beer has become one of lucrative sector, which occupies 90% of the total alcoholic sector. In this situation developing a new business based on Wine and beverage can be beneficial for an organization. The purpose of this study is to highlight the menu of a new restaurant, which is going to be developed in the Australian market. By adding a creative menu by specifying the categories of drinks, a menu is going to be introduced in this study. It cannot be denied that the external environment of a country can highly impact on the business practices of the organization. By highlighting the impacts of three important key elements of external environment, the study shed light on consumption rate of beverage and production rate of the organization.

Main course

Desserts

Analyzing the drinking habit of Australian people, it has been identified that they have positive relationship with alcohol.  In that case, it can be assumed that the list of rinks which have been added in the menu will be appreciated by the customers. It is also true that Australian are price sensitive. In that case, by middle class people the company have been targeted by the company. By adding wine with the main dishes, the sales can be increased. On the other hand, it will also be cost effective for the customers, which can help to drag their attention. Desserts have been introduced for the kids. As the company has targeted the people in all age groups, therefore, desserts can help to impress the little customers.

Sparkling wine

White wines

Rose wines

Red wine

Spirits

Dessert wine

Beers

Impact on production

Analyzing the political situation in Australia, it has been identified that it is a politically peaceful country. In the words of Alkaya and Demirer (2015), unlike the situation of other countries, Australian government has shown interest towards introducing the business opportunities in the market. The government has introduced well established business infrastructure for encouraging the entrepreneurs. It cannot be denied that the existing regulations and legislations impact on the production rate of wine industry. Analyzing the historical overview of wine industry it has been identified that depending on political ups and down situations, production rate of the alcohol industry can face challenges. A political debate on privatization of alcoholic beverage sales has brought various opportunities for the industry (Hall & Chan, 2016). It cannot be denied that the wine industry has highly contributed on agricultural industry. In that case, it can be assumed that Australian government has shown positive responds towards flourishing the wine industry that can help to improve its production rate in the country. Analyzing the total wine production in this country, it has been identified that in every year 1.2 billion liters of wine is being produced and sold with the gross value of $5.9 billion.

Menu

Political situation in Australia, can also impact on the consumption rate of beverage in Australia. Depending on the sustainable political situation, food security in Australia is being maintained. It is true that political situation in a country influence the food habit of the customers. Different legislations and policies have been introduced by the government, after the completion of political debate on privatization of alcoholic sector. Due to this reason, beverage industry has brought various management related changes. Political implications can bring massive changes in crop cultivation process, which can influence the cost of the products. In that case, bringing the transition in the beverage industry, political situation in Australia can help to influence grater lifestyle of the customers.

After globalization and increasing numbers of investors in hospitality sector, GDP rate in Australia in increasing near about 25 in every year (Silva et al., 2017). Due to increasing economic opportunities, rate of employment has been influenced. It is also true that with increasing economic opportunities, social standard as well as food habit of thee customers have been changed. It is true that depending on the increasing business opportunities, economic condition in Australia has brought different opportunities for beverage industry. Analyzing the growth in hospitality industry from last few decades, it has been identified that beverage industry has got flourished due to increasing investment opportunities. In that case, it can be said that growing economy in Australia has brought impact on the production rate in the wine industry. As the production rate of wine industry is interconnected with the agriculture industry, in that case, economic facilities are being provided by the government for increasing production.

Analyzing the wine business in Australia, it can be said that it has major contribution on the employment rate and GDP of this country. With increasing economic opportunities in the Australian market, consumption trend of the customers has changed. Examining the consumption rate of customers, it has been identified that in the year 2017, average numbers of Australian drank near about 9.39 liters. On the other hand, increasing business opportunities in Australian hospitality industry, availability of foreign and local visitors in the tourist places, have influenced the consumption rate. It cannot be denied that due to increasing growth opportunities, investors have shown their interest in this industry. Due to availability of local product opportunities, it has become easier for the organizations to provide wide range of products in reasonable ranges, which has influenced the consumption rate. It is true with increasing employment opportunities, different policies have been introduced in the beverage management.  

The growing technological opportunities in Australia have played influential role for bringing innovation and creativity in the industry. Analyzing the technological trend in Australia, it has been pointed out that increasing industrial sustainability, technology plays an influential role. Not only in marketing, but also technology has played an important role in case of improving the manufacturing unit. Technological improvement, has brought various opportunities in the manufacturing unit. In better wine making process, technology has introduced different equipment, which has made the winemaking process more interesting.  On the other hand, it cannot be denied that in wine making process, temperature control and mixing the precise and clean materials are very important. With the introduction of technological innovation, it has become easier for wine producing organizations to provide standard quality of wine in few moment. Hence, it can be said that Australian technological environment has higher level of contribution in beverage producing industry.

Main Course

Social media has become an important part of human life. Due to this reason, technology has become an important element in marketing. Due to increasing technological uses, it has become easier for the organizations to develop own production houses (Livingston & Dietze, 2016). As its result, it has become easier for the companies for providing good quality of products within reasonable price. On the other hand, it is true that depending on the current marketing trend, it can be said that rate of consumption has been influenced due to increasing availability of wine in reasonable prices. With increasing software and hardware uses, in the beverage industry internal management system has been improved. As the customers are getting information regarding product prices and being able to compare prices, it can help to attract their consumption rate.

Conclusion 

External environment of Australia can bring the effective impact on beverage industry. In order to develop a new restaurant in Australian market, three important external factors such as political, economic and technological have been analyzed. After examining all the factors, it can be said that stable political situation in Australia, can bring various opportunities for the organization. As the political situation of a country influence the business practices, therefore, it can be said influencing the consumption rate and production, it has higher level of impact. In this situation, it will be easier for an entrepreneur to develop a new business. On the other hand, economic and technological situation in Australian have equal contribution in case of influencing the production rate of the wine industry. In this study, it is mentioned that due to increasing opportunities in the market, it will be easier for a new organization to develop its beverage business in Australian market.

Reference list

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