Case Study Molson Coors Brewing Company

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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…show more content…
Since inception, Coors has continued to evolve and adapt to its environment. During prohibition, Coors malted non-alcoholic beverages to keep the facility running and the employees working. At the end of prohibition, Coors continued to expand through technology progression to allow cold product delivery, which is essential to the enduring quality of its product. As Coors expanded, the company adapted to the changing environment by establishing itself as a national competitor. During that time Coors also pioneered the aluminium can – a standard in the beverage industry today. Much of what has been accomplished by Coors over the past century has been at the management hands of the Coors family. In the 21st century, the beer industry landscape changed dramatically. It has evolved into a competitive industry that competes internationally at multiple levels. Coors is looking to continue to grow and become the 5th largest brewer by volume worldwide. Many questions arise, however, and many challenges must be met to accomplish this goal. Will Coors be able to maintain its family culture business structure on an international stage or will it have to give up family control to achieve its growth goal? Will Coors attempt, at least on some level, to grow its core product organically? And if so, how will the company address its distribution logistics issues of product delivery from Golden, Colorado? Can Coors maintain the quality

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