Introduction
Molson Coors is a thriving international brewing company that has nine Signature Brew drinks and 123 Special Brew drinks that ranges from non-alcoholic to alcoholic (Molson Coors Brewing Company, 2016b). They have multiple markets around the world which contributes to the success of the company in the brewing industry. This report analyzes Molson Coors’ internal and external environments which determines their position in the brewing industry. It also discusses strategies the company uses in order to be successful in their industry. Molson Coors shares the industry with its main competitors but has its own uniqueness that makes its business stand out. Molson Coors is a successful business that presents opportunities for economic growth.
Internal Environment
Company Background
The Molson Coors Brewing company "was formed in 2005 by the merger of Molson of Canada, and US Brewer, Coors. The company is incorporated in the US and ownership is equally shared between the Molson and Coors Families" (Global Company Profile, 2015). The two headquarters of the company are located in Denver, Colorado, where the Coors family resides, and Montreal, Quebec, where Molson family takes residence. The Coors family decided to give Molson the first name in the brand because they have been in business longer than Coors have been (Raabe, 2004).
Business Strategy – Operation
As a business strategy, Molson Coors have achieved their goal to be an international brewing company.
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