Adolph Coors Case
Background
The company was first opened by Adolph Coors, Sr., in Golden Colorado in 1873, and then Adolph Coors, Jr., stepped in 1929 when his father died. In 1933, prohibition was repealed and Coors sold as many as 90,000 barrels of beers, and began to expand outside Colorado by adding Arizona to its distribution territory. During the 1930s, Coors also expanding their territory onto eight other western states: Idaho, California, Kansas, New Mexico, Nevada, Utah, Oklahoma, and Wyoming. By 1941, Coors had introduced its premium “banquet” label, in 1948 Texas became one of their target distribution until it confined to those 11 states through 1975.
The strategic issue in this case is product differentiation. Segmentation is one way to do product
The company was first opened by Adolph Coors, Sr., in Golden Colorado in 1873, and then Adolph Coors, Jr., stepped in 1929 when his father died. In 1933, prohibition was repealed and Coors sold as many as 90,000 barrels of beers, and began to expand outside Colorado by adding Arizona to its distribution territory. During the 1930s, Coors also expanding their territory onto eight other western states: Idaho, California, Kansas, New Mexico, Nevada, Utah, Oklahoma, and Wyoming. By 1941, Coors had introduced its premium “banquet” label, in 1948 Texas became one of their target distribution until it confined to those 11 states through 1975.
The strategic issue in this case is product differentiation. Segmentation is one way to do product