Case Study Molson Coors Brewing Company
CASE STUDY: MOLSON COORS BREWING COMPANY
1. COMPANY HISTORY, DEVELOPMENT AND GROWTH
The Molson Coors Brewing Company is an alcohol beverage company. It manufactures and markets beers and other beverage products through its subsidiaries across the world. Commercializes its products under a line of owned and partner brands. MCBC operates through four reportable segments, namely, Canada, the US, the UK, and Molson Coors International (MCI). Some of its major brands include Coors Light, Molson Canadian and Carlin
The Molson Coors Brewing Company is a North American brewing company, formed in 2005 by the merger of Molson of Canada, and Coors of the United States. Throughout most of its history, the Coors Brewing Company (Coors) has been a regionalized brewer within the United States, specializing in high-quality beer through by virtue of its source water selection, stringent production standards, and cold filtered brewing approach. As the company expanded its distribution to new markets within the U.S. in attempt to gain market share, it made a strategic decision to maintain a majority of its brewing operations at its primary production facility in Golden, Colorado. This decision was based upon the desire to preserve its core production strengths through close family control. However, as the company desires to expand its market presence beyond the U.S. boarders with a goal of becoming the 5th largest brewer by 2008, its historic approach to management and operations provides a detriment to achieving this objective. As seen by the on-going consolidation of top brewers within the beer industry, the competition is fierce as more brewers are competing within a global market with extended product lines and decreased profit margins.
While organic augmentation is the traditional mode of company expansion within Coors, the harsh reality is that the company must seek external-based initiatives (e.g., joint ventures, acquisitions) to gain market share within the low
1. COMPANY HISTORY, DEVELOPMENT AND GROWTH
The Molson Coors Brewing Company is an alcohol beverage company. It manufactures and markets beers and other beverage products through its subsidiaries across the world. Commercializes its products under a line of owned and partner brands. MCBC operates through four reportable segments, namely, Canada, the US, the UK, and Molson Coors International (MCI). Some of its major brands include Coors Light, Molson Canadian and Carlin
The Molson Coors Brewing Company is a North American brewing company, formed in 2005 by the merger of Molson of Canada, and Coors of the United States. Throughout most of its history, the Coors Brewing Company (Coors) has been a regionalized brewer within the United States, specializing in high-quality beer through by virtue of its source water selection, stringent production standards, and cold filtered brewing approach. As the company expanded its distribution to new markets within the U.S. in attempt to gain market share, it made a strategic decision to maintain a majority of its brewing operations at its primary production facility in Golden, Colorado. This decision was based upon the desire to preserve its core production strengths through close family control. However, as the company desires to expand its market presence beyond the U.S. boarders with a goal of becoming the 5th largest brewer by 2008, its historic approach to management and operations provides a detriment to achieving this objective. As seen by the on-going consolidation of top brewers within the beer industry, the competition is fierce as more brewers are competing within a global market with extended product lines and decreased profit margins.
While organic augmentation is the traditional mode of company expansion within Coors, the harsh reality is that the company must seek external-based initiatives (e.g., joint ventures, acquisitions) to gain market share within the low