Marketing Audit
MKT 551 ? Marketing Management
Jacqueline Barnett
August 11, 2004
Executive Summary
Adolph Coors Company is the third ? largest brewer in the in the US (after Anheuser-Busch and Miller Brewing), but Coors is looking to grow by merging with Molson. Coors Light nicknamed the "The Silver Bullet" is Coors top brand, accounting for more than 50% of its revenue. Coors markets about dozen beers in the US, including Blue Moon Belgian White Ale, George Killian's Irish Red Lager, and Keystone. It also makes Zima, a clear, malt-based brew, and Coors Non-Alcoholic. Coors bought the UK's Carling brand from Interbrew, and making it the #2 brewer in the UK. The heirs of Adolph Coors control about one-third of firms voting stock.
History
It was in 1968 that Adolph Coors stowed away on a ship bound for the United States. He had recently completed an apprenticeship a brewery in his native country Germany and was seeking new challenges in anew country. When the ship docked in the US (actually Baltimore), the young immigrant had little money and few possessions. Nevertheless, he had a dream and that was to have a brewery of his own. Adolph soon headed out across America in search of his dream. He worked in various jobs until accepting a position as a supervisor at the Stenger Brewery in Illinois. After two years he became restless he became restless with a desire to start his own brewery, resigned and pushed westward. He found his new home in Colorado in 1872.
Coors spent a year diligently searching for the site of the brewery. He was particularly attracted to the clear cool spring of the Rocky Mountain in a town called Golden. In 1873, he founded the brewery in Golden, Colorado, in ...