Coors Case Study

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 Coors Case Study Essay

GSubject: Business Approach

Case Study: Adolph Coors inside the Brewing Market

Date: 10-Aug-2010

Coors was very powerful in the core 1970s. The fact that was it's Strategy?


Adolph Coors firm is 113 years old with it's key sales in Brewerage sector. In 1985, Beer split achieved record sales of $ 13. 7 Mil barrels, that was 13% large than the previous year, that too achieved each time when Dark beer Sales had been getting consolidated.

Brewing split accounted 84% of Coor's Revenues and also 100% of operating income. This means that all other units of Coors are running under failures and Coors need to improve on their Revenue on Beers. Coors have plans to build second brewery by Virginia's Shenandoah Valley

|The prospects of Coors in Brewing market can be reviewed using Porter's five competitive forces: | |1 |Threat of new entrants | | | | | |2 |Bargaining power of suppliers, | | | | |3 |Bargaining benefits of buyers, | | | | | |4 |Substitutes and | | | | | | |5 |Rivalry between existing opponents. | | |

Strategies implemented –

• Backward the usage that includes –

o Expansion and using aluminium package deal cans that has been later then competitors

um Usage of natural spring drinking water that differentiate from other folks

o Permanent contracts with the farmers intended for the uninterrupted supply of raw materials

• Segmentation of the merchandise by identifying fresh dark beer, which is unique in the beverage industry

• Forming Syndication channels with weaker vendors to get more focus on Coors prodcuts.

• Creating higher capacity factories to get economies of scale.

The other tactics adopted could be analysed using Porter's five forces–


Access of New Players: Fixed expense as a percentage of earnings is very substantial which implies that it is remarkably capital extensive industry where entry achievable players is difficult because of funding factors ($300 , 000, 000 appx. )

Economies of Scale -- Doubling brewery scale lessen costs by simply 25% while halving brewery scale enhance cost simply by 33%. This kind of shows that larger capacity industrial facilities have bigger economies of scale.


From the above chart, it can be seen that there is a trend of closing straight down small scale industrial facilities and substantial scale tasks are increasing, due to the economies of scales. This prevents entry of smaller players in the market.

Advertising- Advertising and launch costs for new company needed $35~$45 million against large brewing company who had been already spending approximately $1200 million( about 10% z sales) in advertising in 1985

Large to enter: The cost of raw materials is half of the revenue and production expense is quarter with the net revenue. Also the price tag on equipment is very high.

A packaging facility includes a fee of $ 95Million and to make a new brewery will cost $500~$600 Million.

Product Differentiation: With well established brand like Burns, Anheuser-Busch and Coors, it will be difficult achievable entrant to and compete

Distribution funnel access: The dictating power of major Breweries in syndication channels will not allow small local brands to enter the marketplace.

Domestic corporations: Domestic corporations have solid reach and control available in the market with 96% market share that make a new overseas company difficult to enter.


Organic material: Humor the Brewery firms having 3% business, they can get the raw materials inside the best terms and only a few such firms in the industry can dictate this.