Coors Marketing Audit
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......
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