Table of Contents1.0 Introduction........................................................................................................................2

1.1 Sources of Secondary data............................................................................................2

1.2 Source selected for the case..........................................................................................2

1.3 Summary of results.........................................................................................................2

1.4 Growth and estimated size of Asian-Born Australian.....................................................3

2.0 Characteristics of Asian-Australian market........................................................................3

2.1 Affluence.........................................................................................................................3

2.1.1 Contributing Factors.................................................................................................3

2.2 Society............................................................................................................................4

2.3 Predominantly Metropolitanised.....................................................................................4

2.4 Patriotism........................................................................................................................5

3.0 Present Economical situation.............................................................................................5

3.1 Current condition and potential opportunity in beer industry..........................................6

3.2 Research on Asian Australian Population......................................................................6

4.0 Conclusion.........................................................................................................................7

5.0 References.........................................................................................................................8

6.0 Appendices......................................................................................................................11

6.1 Appendix 1....................................................................................................................11

6.2 Appendix 2....................................................................................................................11

6.3 Appendix 3....................................................................................................................12

1.0 Introduction

In order to determine the exact size of Asian Australian market, the choice of the source is

crucial. Secondary sources are data that have been gathered and recorded previously by

someone else for different purposes of the current researcher (Zikmund et al 2011).

Secondary sources are generally historical and do not require access to respondents (Zikmund

et al 2011). Cross-checks against various available sources are executed to ensure accurate,

unbiased and sound data are collected. The purposes of the research are fact-finding, model

building and database marketing (Zikmund et al 2011).

1.1 Sources of Secondary data

Examples of internal proprietary sources are accounting records, scanner-based and

behavioural data. External sources are generated from other entities such as governmental

sources, newspapers, journal publishers, trade associations and other organisations produced

information. Internet information technology allows quick accessibility to such data

(Zikmund et al 2011).

1.2 Source selected for the case

For the case of Black and Tan, the secondary sources can be found in the Australia’s

government website, Australian Bureau of Statistics (ABS), which contains the demographic,

economic and social information on Australia. It is wide ranging and usually available free of

charge (Zikmund et al 2011). Data tabulated on usual area of residence and proficiency in

spoken English are from the ABS 1999 Labour Force Status and Other Characteristics of

Migrants Survey, which has been conducted every three years since 1984 (Australia Bureau

of Statistics 2001). The scope of this survey is limited to immigrants aged 18 years and over

who arrived in Australia after 1980 (Australia Bureau of Statistics 2001). These sources are

beneficial in the determination of the exact size of the Asian Australian Market.

1.3 Summary of results

Australia's Asian-born population reached one million in 1999, almost four times that of

twenty years ago (Australia Bureau of Statistics 2001). They are originally born in one of the

three Asian regions such as Southeast Asia, North East Asia and Southern Asia. The Asian-

Australians have resided in Australia for more than a year are referred as Asian-Born

Australians as stated by The Australia Bureau Statics (Australia Bureau of Statistics 2001).

South East Asia comprises of Brunei, Myanmar, Cambodia, Indonesia, Laos, Malaysia,

Philippines, Singapore, Thailand and Vietnam. North Asia comprises of China, Hong Kong,

Japan, Korea, Macau, Mongolia and Taiwan. Southern Asia comprises of Afghanistan,

Bangladesh, Bhutan, India, Maldives, Nepal, Pakistan and Sri Lanka (Australia Bureau of

Statistics 2001).

1.4 Growth and estimated size of Asian-Born Australian

As referred to the following Table 1.1 (Appendix 1) extracted from the ABS, we can see the

significant rise in numbers of Asian from 1981 to 2000. The estimated size of the Asian Born

Australian at year 2000 is 1,077,800. It is 23.9% of the total overseas born population

(Australia Bureau of Statistics 2001).

2.0 Characteristics of Asian-Australian market

2.1 Affluence

The newer streams of Asian-Australians are generally highly skilled, who have jobs in the

financial markets and business services (Burnley, 1998). This is because the socio-economic

profile of the Asian immigrants in Australia has had a pattern shift in the recent years (Colic-

Peisker, 2011). For example, Australia is dependent heavily on overseas- trained doctors to

work in rural and remote areas, a large number of who have in recent years come from India

(The Age, 2007). With the rise of the Asian Australians, targeting and marketing Yarbrough’s

beer to the affluent Asian-Australian would be ideal. With more Asian Australians drinking

Yarbrough’s beer, there could be a significant impact on its sales.

2.1.1 Contributing Factors

The education profile of the Asian Australians is also considerably better qualified then local

born Australians as many of them have tertiary qualifications and above-average incomes

(Colic-Peisker 2011). Asian men and women outperformed Australian and Commonwealth

born persons, in terms of access to professional, managerial jobs, rewards attached to such

jobs, and occasionally even securing both job and rewards (Borooah & Mangan 2007). Asian

Australians, coupled with their higher incomes and larger spending power, would go for

better quality beer like Yarbrough. This could eventually increase revenue and exposure of

Yarbrough’s beer.

The Asian Australians living in the most expensive properties in the city is showing the

changing nature of the Asian society in Australia. The Asian Australians who live in such up-

market homes are usually from countries like India, Korea and Taiwan; this further

demonstrates their changes in fortunes (Burnley & Hiebert 2001). Asian Australians who

live in such places tend to socialize frequently and with effective marketing, they could

become the next society of Yarbrough’s high-end beer consumers.

2.2 Society

Asian-Australians should not be seen as part of the Australia society even though they might

have the same habits and interests, such as watching network TV or food preference. They

should be considered a separate entity and market as their values can largely differ from local

Australians. Therefore, Asian values are the key determinant for the marketing of

Yarbrough’s beer to the Asian-Australian market to in order to increase the market share

(Clark 2006).

Even though Asian-Australians come from different countries with various diversities, their

culture may still be similar. Chinese ethnics from Singapore, Taiwan, China or Malaysia all

share similar characteristics in terms of tradition. For example Tiger Beer promotes their

brand through the Chinese cultural beliefs, such as when packaging their product the letter

“g” is purposely designed to look like the numeral “8”. This is an auspicious number to the

Chinese because “8”, when pronounced in Mandarin and Cantonese, sounds like the word for

prosperity (Tai 2008). From this, we can see the different approaches used to promote

products to a different cultural group. Similarly, Yarbrough’s beer can be marketed to this

growing market by including some common beliefs or cultures in their advertising campaign

to introduce a feeling of attachment to the brand.

2.3 Predominantly Metropolitanised

The Asian-Australian market is defined to be predominantly metropolitanised. In 1999, 91%

of the Asian-born people who arrived in Australia after 1980 and were aged 15 and over,

lived in capital cities (Australian Bureau of Statistics 2010). Among the settler immigration

nations, Australia has the largest intake and its ethnic diversity is as great as USA and

Canada. About one-third of immigrations to Australians come from the Asian region as

skilled workers due to the demand (Collins 2008).

In addition, the number of overseas students studying in Australia in a given year is about

270,000 as of 2009 - 2010. These skilled immigrants and students of Asian Australians

origins mostly live in metropolitan areas (Brown 2011). Marketing Yarbrough’s beer to the

Australian-Asian market is made easier due to better infrastructure facilities in metropolitan

cities. Most of Australia’s metropolitan areas have internet connectivity and various

advertising and promotional vehicles are readily available (Chitty et al 2008). Nightlife is

also prevalent in metropolitan cities, and Yarbrough’s beer could potential be the preferred

beer for this market if successfully marketed.

2.4 Patriotism

Asian-Australians are highly motivated by the country of origin effect (White 2009). Asians

born in Australia are extremely attached to the country as they feel like a native Australian

(Clark, 2009). Therefore, patriotism tends to supports local brands. Majority of Australians

are supportive of local brands even if the brand is not a stronghold brand as compared to

other overseas brands. They tend to purchase foreign brands only if that particular product is

not manufactured or produced by Australian companies (Phau & Suntornnond 2006).

Patriotism tends to produce a positive product evaluation, strengthening brand image and

consumer loyalty (Zhang 1997). In addition, there is a trend in patriotic consumers in their

purchase decisions as certain countries are associated favourably with certain products

(Hinner 2010). Therefore, patriotism effect must be considered in order to achieve a market

share in the Asian-Australian market. By altering the mindset of Asian-Australians to support

local beer through marketing efforts, Yarbrough can enhance their brand image to compete

with other foreign brands.

3.0 Present Economical situation

To articulate on how the present economy situation on Australia and the effect it can have on

the beer consumers’ level of demand we conducted a study. From the compiled statistics it

clearly shows that there are an increasing proportion of older people, with decreasing

proportion of working age adults which will increase financial burdens on every Australian

household. The increasing proportion of older people and women in the population would

also result in a slowdown in the overall consumption of beer. In order to sustain or even

increase the current sales volume and achieve the overall market share growth, we therefore

advise Yarbrough to expand the current target segment to the other 23% of Australia

population which is the Asian Australian market.

In order for Yarbrough’s to have a springboard into the market, a good marketing strategy

couple with publicity is a must. This would help build Yarbrough’s beer brand name to

become the preferred choice for the Asian Australian. The other important strategy

Yarbrough needs to work on is to differentiate itself from two other major competitors which

is Foster’s Australia and Lion Nathan who have very strong brand portfolios consisting of

both their own and licensed brands.

3.1 Current condition and potential opportunity in beer industry

There was an evidence of volume growth of between 3-4% in 2010 and nearly 2 billion litres

of beer consume at market price of A$14.0 billion. It shows that the figure was far superior to

reported number of 2009 that has a 2% volume growth and 3% value growth. (Euromonitor

International 2012)

3.2 Research on Asian Australian Population

According to the secondary data from Australian Bureau Statistics, the Asian Australians had

been growing steadily over a span of twenty years. The top six Asian Australian groups have

added 484,900 numbers of people to Australia population, while from 1976 to 1996 the

number of overseas-born Australian has increased from 2.8 million, contributing to the

increase in Australia’s total population from 20% to 23% (Australia Bureau of Statistics

1997). 22% of the Asian-born represented the people born overseas in Australia in 1996,

and out of the top 12 birthplace groups 5 were from Asian countries (Australia Bureau of

Statistics 1997). Vietnamese population would be the largest birthplace group in Australia in

1996 which contributed to the highest increase of 147,400, followed by Hong Kong/Macau

at 89,000 people and Philippines at 88,900 people tabled below (Australia Bureau of

Statistics 1997).

Year 1996 1976 Year IncreaseMajor birthplace groups (1996)

‘000 ‘000 ‘000

Vietnam 2.5 149.9 147.4

China 20.1 103.4 83.3

Hong Kong & Macau

8.9 98.0 89.1

Malaysia 19.9 96.1 76.2

Philippines 5.8 94.7 88.9

Total 484.9

4.0 Conclusion

In conclusion, the Asian Australians may represent a small fraction of the overall Australian

population. However, the upsurge of population growth must not be overlooked either. If

Yarbrough is able to capture this market during this period of growth, the Asian Australian

would be a sizeable population in near future. By then, Yarbrough will be having a strong

branding foot hold in this segment.

In brief, Asian Australians are more likely to save money, dine out and invest their spare cash

compared to other Australians. They are less likely to use their spare cash to pay off debts as

they may not have high debt rate (Tourism NSW 2010). Such personal disposable income

and money saving habits anchor a highly viable market segment for Yarbrough and is

definitely a worthy business case to work on.

5.0 References

Australia Bureau of Statistics. 2001. Australia Social Trend, 2001 (cat. no. 4102.0). AusStats,

http://www.ausstats.abs.gov.au/ausstats/subscriber.nsf/0/6AB30EFAC93E3F5CCA25

6A630006EA93/$File/41020_2001.pdf

Australia Bureau of Statistics. 1997. Australia Social Trend, 1997 (cat. no.

4102.0). AusStats,

http://www.abs.gov.au/ausstats/abs@.nsf/

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Australia Bureau of Statistics. 2001. Australia Social Trend, 2001 (cat. no.

4102.0). AusStats,

http://www.abs.gov.au/AUSSTATS/abs@.nsf/2f762f95845417aeca25706c00834efa/

666a320ed7736d32ca2570ec000bf8f9!OpenDocument

Australian Bureau of Statistics. 2010. Population Composition: Asian-born Australians.

Australian Bureau of Statistics. Accessed March 16, 2012,

http://www.abs.gov.au/AUSSTATS/abs@.nsf/2f762f95845417aeca25706c00834efa/

666a320ed7736d32ca2570ec000bf8f9!OpenDocument

Borooah, V. K., Mangan, J. 2007. What Underpins Occupational Success? Race, Access, and

Reward in Professional and Managerial Jobs in Australia Labour, Vol.21. pp.837–

869.

Brown, J. 2011. Growing Pains. Policy, Vol.27 (1). pp.16-20.

Burnley, I. 1998. Immigration and Globalisation? Affluence and Poverty among Immigrants

from Asia in Metropolitan Sydney. Migration research in the Asia Pacific:

Australian Perspective. No. 4

Burnley, I., & Hiebert, D. 2001. Emerging patterns of immigrant settlement in metropolitan

Sydney and Vancouver: The need for new concepts and models. Vancouver Centre of

excellence. No. 01-07

Chitty, W., Barker, N., Shimp, T. 2008. Integrated Marketing Communications. South

Melbourne: Cengage Learning Australia, 2nd Edition

Clark, J. 2009. "Nation-state belonging among Asian Australians and the question of

Transnationalism". Current sociology. Vol.57 (1), pp.27

Colic-Peisker, V. 2011. A New Era in Australian Multiculturalism? From Working-Class

‘‘Ethnics’’ To a ‘‘Multicultural Middle-Class’’. Center for Migration Studies of New

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Collins, J. 2008. Globalisation, Immigration and the Second Long Post-War Boom in

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6.0 Appendices

6.1 Appendix 1

6.2 Appendix 2GROWTH IN MAJOR BIRTHPLACE GROUPS

1976 1996p Change 1976–96

Major birthplace groups (1996)

'000 '000 '000

UK and Ireland 1,166.7 1,207.6 40.9

New Zealand 90.1 297.5 207.4

Italy 291.1 258.8 -32.3

Yugoslavia(a) 151.2 186.2 35.0

Vietnam 2.5 149.9 147.4

Greece 162.1 144.6 -17.5

Germany 112.8 118.9 6.1

China 20.1 103.4 83.3

Hong Kong and Macau

8.9 98.0 89.1

Netherlands 97.1 97.3 0.2

Malaysia 19.9 96.1 76.2

Philippines 5.8 94.7 88.9

Other 707.9 1,356.0 648.1

Total overseas-born 2,836.2 4,209.0 1,372.8

6.3 Appendix 3ASIAN-BORN AUSTRALIANS: MAIN SOURCE COUNTRIES AND REGIONS OF BIRTH

1981 1990 2000

Country of birth '000 % Country of birth '000 % Country of birth '000 %

India 43.7 1.4 Viet Nam 114.3 2.9 Viet Nam 174.4 3.9Viet Nam 43.4 1.4 China (excludes

SAR's and Taiwan province)

76.1 2.0 China (excludes SAR's and Taiwan province)

168.1 3.7

Malaysia and Brunei

32.5 1.0 Malaysia and Brunei

75.7 1.9 Philippines 123.0 2.7

China (excludes SAR's and Taiwan province)

26.8 0.9 Philippines 71.3 1.8 India 110.2 2.4

Sri Lanka 17.9 0.6 India 61.5 1.6 Malaysia and Brunei

97.6 2.2

Indonesia 16.4 0.5 Hong Kong and Macau(a)

51.5 1.3 Indonesia 67.6 1.5

Hong Kong and Macau(a)

16.3 0.5 Sri Lanka 36.3 0.9 Hong Kong and Macau(a)

56.3 1.2

Philippines 15.8 0.5 Indonesia 33.7 0.9 Sri Lanka 56.0 1.2Singapore 12.4 0.4 Singapore 25.0 0.6 Korea 41.4 0.9Myanmar 7.7 0.2 Cambodia 18.9 0.5 Singapore 30.7 0.7

Southeast Asia 157.7 5.1 Southeast Asia 371.2 9.6 Southeast Asia 564.8 12.5Northeast Asia 56.8 1.8 Northeast Asia 175.3 4.5 Northeast Asia 313.1 6.9Southern Asia 61.6 2.0 Southern Asia 109.2 2.8 Southern Asia 200.0 4.4All Asian regions 276.0 8.9 All Asian regions 655.7 16.9 All Asian regions 1,077.823.9

Total overseas-born

3,110.9100.0Total overseas-born

3,885.6100.0Total overseas-born

4,517.3100.0