Adolph Coors

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According to the result in the figure, the directional vector was located in the lower right or competitive quadrant of the SPACE Matrix. . The higher IP rating showed that Adolph Coors are in the attractive industry and has competitive advantage over its rivals. However, this company has week financially statement that resulted in the FP in stability environment. The competitive quadrant shown that Adolph Coors are in the high growth industry and possess a major competitive advantage. This result indicted that Adolph Coors was recommended to implement the competitive strategies. Competitive strategies that suitable for Adolph Coors include backward, forward, and horizontal integration; market penetration; market development; and product development.
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