Executive Summary
This report was commissioned to formulate a strategy for growth and expansion of an Australian water bottle company named as Cooroy Mountain Spring Water according to the request of its management.
Thus, the report draws attention to examine the current strategy of Cooroy in its business level. Then it analyses the organization’s ability and incentives for growth especially in international market. Investigations reveal there is immense growth potential in the bottle water market across the world. According to Hubbard’s 5Qs and Porter’s Generic Strategies Cooroy is following a growth and differentiation strategy currently in its business level.
Due to product development, geographical expansion, etc. the report recommends restructuring organizational structure to a divisional structure for effective management and success of the business as organizational structure must align with organizational strategies. In the entrance to the foreign market the report suggests a Global strategy to the firm as its corporate level strategy according to the findings of Porters’ Diamond and incentives for international expansion. Finally the paper recommends establishing in China initially with a Wholly Own Subsidiary entry mode with future prospects of growth and expansion in Asia Pacific Region. Moreover, the report’s action plan for strategy formulation presents a guideline for effective strategy implementation.
The report also investigates the fact that the analysis conducted has limitation in doing an effective analysis of the water bottle market across the world. However, Appendix E will assist in development of further analysis.

Table of Content

1. Introduction 3 2. Findings 5 2.1 Current Strategy 5 2.2 Appropriateness of organizational structure 9 2.3 Incentives to use an international strategy 10 2.4 Corporate Level Strategy -