Influencias Externas
Molson Coors Brewing Company, mejor conocida como Molson Coors y anteriormente llamada Adolph Coors, ocupa el quinto lugar entre las cerveceras más grandes del mundo. Es una compañía mayoritaria de la manufactura, mercadeo y ventas de bebidas a través de sus subsidiarias Coors Brewing Company y Coors Brewed Company. La compañía opera en los Estados Unidos, Canada y Europa. Sus cuarteles generales se encuentran en Golden, Colorado y emplea sobre 8,400 personas.
El año pasado la compañía tuvo ingresos de unos $4,305.8 millones, con un aumento de 7.6%, comparado con el año 2003. En febrero de 2005 Adolph Coors se fusionó con la compañía Molson, cambiando su nombre a Molson Coors. Las marcas que Molson Coors vende principalmente en las Américas son Coors Light, Coors, Coors sin alcohol, Extra Gold, Zima XXX, Aspen Edge, George Killian's Irish Red Layer, Keystone, Keystone Light, keystone Ic, Blue Moon Belgian White Ale y Mexicali.
Las operaciones de la compañía están divididas en dos segmentos, de acuerdo a su geografía: las Américas y Europa. El segmento de las Américas incluye una pequeña cantidad de la marca Coors y cuentan con un buen volumen en ventas fuera de los Estados Unidos, en lugares como Japón, China, Méjico y el Caribe. En los Estados Unidos, su cerveza es distribuida generalmente a través de un sistema triple de manufactureros, distribuidores y detallistas. En Puerto Rico, Molson Coors mercadea y vende la Coors Light por medio de un distribuidor independiente. En estos momentos la compañía está tratando de expandir su negocio en Japón, China y Taiwan y reposicionar la Coors Light en los Estados Unidos.
Las ventas netas de la compañía en los pasados dos años y a pesar de su crecimiento se han visto impactadas negativamente por el aumento del interés del consumidor hacia las dietas bajas en carbohidratos, las bebidas con sabor, pero no alcohólicas y la competencia de las cerveceras con los negocios de vino. Actualmente también se está viendo amenazada por la disminución en el consumo de cerveza y la desventaja demográfica de la mayoría envejeciente en la población mundial, lo cual puede afectar los productos estrella de la compañía.
La creciente tendencia entre la sociedad, la cual está creando conciencia a pasos agigantados sobre la importancia de una dieta saludable y la tendencia de tratar de mantener una buena figura para mantener alta su auto-estima y ser aceptado en la sociedad como alguien "good looking" ha afectado las ventas de la cerveza.
Quality of products can be quoted as one prime quality that can be observed in both the companies. Manufacturing products that are environmental friendly is another common and a beautiful aspect that is common among the two companies. Molson Coors, being an old company is driven mostly by its values whereas Anheuser Busch is moving forward with the motto of “dreaming big” [1]. Both the organizations treat the employees in a good manner making them feel like they are a part of the organization and providing them with the necessary amenities required. Passion and Integrity are a few ground values on which both the companies rely on. Values such as Creativity of Molson Coors sometimes result in a product that might not gain popularity among the customers which would result in the loss of time, thinking and money invested in getting the product out. On the other hand, Anheuser Busch is growing popularity day by day by setting up high goals and working hard to make its presence
The beer brands were classified as popular, premium, super premium, and ultra-premium. The distinguishing factor determining if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-...
From our research, Anheuser-Busch is content with being the number one beer company in the world, increasing sales each year in operation. We found that Anheuser-Busch met many views associated with the world, business, and behavioral dimensions. The company also displayed its stability as we reviewed one of its most successful products Budweiser, owned by Anheuser-Busch, under the marketing view and the financial view. Not only do they hold almost half of the market share in the industry but their stock prices, sales volume, and net sales have all increased from 2002 to 2003. We also looked at Budweiser in terms of geography and culture. We found due to the fact that the "western" countries consume the majority of beer, it only makes sense that Anheuser-Busch concentrates on that market. Along these lines, another key goal that is also important to Anheuser-Busch is to boost other beer markets that are located in other cultures, where at the time beer is not a major consumption.
Ferrell, O. C. (2008). “New Belgium Brewing Company(A)” in Ferrell, O. C., and Hartline, Michael D., Marketing Strategy, Fourth Edition, Mason, Ohio: Thompson Southwestern Publishing, pp. 463-470.
The scope of this report is an evaluation of the profitability of each brand. The report does not intend to make recommendations of how invest and promote new products and how to increase brewing capacity.
Alternative #1: Focus differentiation and creating a joint venture with Molson Coors Canada with more than 51% of the total shares.
Intrigued by the opportunity of owning his business, Larry Brownlow must decide whether a distributorship opportunity with Coors is a worthy venture. To aid Larry with his decision, the following pages provide an assessment of this business opportunity. With a limited research budget of $9,500 (p.143), careful selection of reports was essential to obtain both the necessary data to project profitability (e.g., revenues, cost of sales, other expenses, Coors projected market share, retail pricing data) and to provide a qualitative, consumer-focused perspective that would give these quantitative projections a solid foundation. Considering the given financial background, if Larry does not go forward with this investment, we assume he will choose to continue earning annual income from his trust at $40,000 per year (p.143). However, if he goes forward with the investment, he will cash in entire trust and take a significant financial risk. Therefore, we can reasonably assume that Larry will go forward with this investment as long as he can recover his initial investment and earn a salary that exceeds his current annual income. After calculating the possible financial income and analyzing sensitive variables, we suggest Larry takes this opportunity.
The United States of America has a population of 260 million people. This is a big market with substantial purchasing power. As of 1997, Breckenridge Brewery has only expanded eastwards and the west side of the country is relatively untouched. According to Exhibit 2 in the case study, there were only distributors in 32 states and that leaves a potential to sell to the other 19 states as w...
Abelli, H. (2007). Mountain Man Brewing Company: Bringing the brand to light. (2069) Boston, MA: Harvard Business School Publishing.
The brand of Colombian Coffee is import to Juan Valdez for providing the best tasting coffee. T...
Mountain Man has many unique factors that add value to their brand. First and foremost, Mountain Man is family owned and therefore perceived as being high quality and considered a legacy product. The lager also has a reputation of being a miner’s beer and many people seem to drink Mountain Man in an attempt to connect with previous generations. Their fathers and grandfathers drank Mountain Man and they want to drink it too. Mountain Man lager is respected for its old school, regional brew characteristics (strong, dark, and bitter). The beer’s primary consumers are mainly blue-collar men who are in the middle-to-lower income bracket and over the age of 45. Due to these unique qualities, Mountain Man had created a str...
In the article, “The Rich Get Thinner, The Poor Get Fatter”, By Warwick Sabin. Mr. Sabin persuades the readers by stating facts that shows how the aspect of social and financial prodigy is the reason for obesity in the southern. He achieves his persuasion through personification, illustration, embodiment, specialist advance, real interest, mystery, conclusion, and conveys them with a casual tone.
After 1996, the U.S. beer industry had consistent growth with about 3,500 brands on the market in 2002 (Alcoholic Beverages, 2005). The U.S. exported beer to almost one hundred countries worldwide. The beer industry peaked production with 6.2 billion gallons in 2003 (Alcoholic Beverages, 2005). The U.S. beer industry haws over 300 breweries. However, this industry is dominated by three companies: Anheuser Bush (45% of the industry), Miller Brewing (23% of the industry), and Adolph Coors (10% of the industry) (Overview of the U.S. Beer Industry, 2005).
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
Several beer companies are heavily involved in sport sponsorship, actually owning or sponsoring Major League Baseball teams. For example, Anheuser-Busch owns the St. Louis Cardinals, Coors has an ownership position with the Colorado Rockies, and Canadian brewer Labatt owns the Toronto Blue Jays.