{"id":4436,"date":"2014-05-08T19:35:31","date_gmt":"2014-05-08T19:35:31","guid":{"rendered":"http:\/\/www.marketingteacher.com\/molson-coors-swot\/"},"modified":"2021-12-26T17:39:39","modified_gmt":"2021-12-26T17:39:39","slug":"molson-coors-swot","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/molson-coors-swot\/","title":{"rendered":"Molson Coors SWOT"},"content":{"rendered":"<h1>Molson-Coors SWOT<\/h1>\n<h2>Company Overview<\/h2>\n<p>Molson Coors Brewing Company (Molson Coors) is a holding company engaged in the manufacturing, packaging and selling of malt beverage products, including alcoholic beer, cider, ales, stouts and lager. The company operates primarily in the US, Canada and the UK. It is headquartered in Denver, Colorado.  Coors is the name of an ambitious 19th-century pioneer whose dream grew into the world&#8217;s largest single-site brewery. Would you like a lesson on <a href=\"https:\/\/marketingteacher.com\/staging\/5483swot-analysis-marketing-tools-from-marketing-teacher\/\">SWOT<\/a> analysis?<\/p>\n<h2>Weaknesses<\/h2>\n<ul>\n<li>Coors operates the  world&#8217;s largest brewery at its headquarters in Golden, Colorado, and  distributes its 13 branded malt beverages in 30 countries worldwide&#8211;but 98  percent of revenues are generated in the United States, and that decreased by  97% in 2009 .<\/li>\n<li>They rely on only a few  popular brand names, which exposes the company to vulnerability when sales and  economic regions fluctuate. <\/li>\n<li>In 2009 company  revenues decreased 36.5%. The Canadian region revenues decreases 9.8%; The UK  revenues decreased 8.6%; revenues in the US decreased 97%; It seems that the  revenues declined primarily due to weak demand in its core markets.<\/li>\n<li>Molson Coors Brewing  Company sold a 68% equity interest in its Brazilian unit, Cervejarias Kaiser to  FEMSA Cerveza in 2006. <\/li>\n<li>They are dependent on  the raw materials of aluminum, wheat, barley and hops. The price of these raw  goods have increased dramatically since 2008. <\/li>\n<li>The perception in the  US is that beer is for middle class or lower class members of society, making  it difficult to sell their product to those with the most disposable income. <\/li>\n<\/ul>\n<h2>Opportunities<\/h2>\n<ul>\n<li>The  Asian beer market provides ample business expansion possibilities, because they  are a large consumer of the product and their populations are growing.<\/li>\n<li>Creating  more strategic alliances with other companies reduces risk as they move into  foreign operations<\/li>\n<li>Licensing  agreements with theme parks, NASCAR racing circuit, Bowling Companies and\/or  complimentary food companies such as Johnsonville Brats.<\/li>\n<li>They  can produce a line of Organic Beer, Gluten free beer, or move into the higher  priced market of beers.<\/li>\n<li>Producing  liquor or soda can also diversify risk, as sales of beer fluctuate. <\/li>\n<\/ul>\n<h2>Threats<\/h2>\n<ul>\n<li>Top competitors  include: Ashai, Carlsberg, Heineken, Kirin, and Tsingtao. <\/li>\n<li>Any significant  increase in raw materials prices will negatively affect their margins. <\/li>\n<li>Any significant  decrease in the ability to obtain their raw materials will also affect their  margins. <\/li>\n<li>A negative perception  that beer is not as healthy as other alcoholic beverages such as wine. <\/li>\n<li>Economic recession in  the US increases the sales of beer at first, but as the recession continues over  a longer period of time, it may cause sales to decrease. <\/li>\n<\/ul>\n<h2>References<\/h2>\n<p>Funding Universe. (n.d.). Coors Brewing  Company. Retrieved on September 8, 2010 from <a href=\"http:\/\/www.fundinguniverse.com\/company-histories\/Adolph-Coors-Company-Company-History.html\">http:\/\/www.fundinguniverse.com\/company-histories\/Adolph-Coors-Company-Company-History.html<\/a> <\/p>\n<p>MarketLine. (2010). Molson Company  Overview. Retrieved on September 8, 2010 from www.marketlineinfo.com<\/p>\n<p>Molson Coors Brewing Company was  founded in 1786 and Adolph Coors was founded in 1873. They survived prohibition  in the US by bottling water. In 1959 they developed the aluminum can, a  revolutionary way to package the product. In 1997, they developed the first  non-alcoholic beer. In 2002, Adolph Coors acquired Coors Brewers and Molson  Coors Brewing Company became one of the world&#8217;s largest brewers. The company now  has a diverse portfolio of more than 65 strategic and partner brands positions  with signature brands including Coors, Coors Light, Molson Canadian, and  Carling. The company operates around 18 breweries and a number of distribution  centers in more than 30 countries, mainly in Canada, the US and UK. <\/p>\n<h2>Strengths<\/h2>\n<ul>\n<li>They are an innovative  company, first by surviving prohibition in the US, when their product was  deemed illegal, they began to bottle water to keep the company going. When  prohibition was repealed, they returned to bottling alcoholic products and  developed the first aluminum can. <\/li>\n<li>The company also has  licensing agreement for Canadian market with other leading brands, which  include: Amstel Light Heineken and Murphy&#8217;s, Asahi and Asahi Select, Miller  Lite, Miller Genuine Draft, Miller Chill, Milwaukee&#8217;s Best and Milwaukee&#8217;s Best  Dry, Miller, and Foster&#8217;s. <\/li>\n<li>They recorded revenues  of $73.9 million in FY2009, an increase of 17.5% over 2008. The operating  profit of the company was $754 million in FY2009, an increase of 21.2% over  2008. The net profit was $720.4 million in FY2009, an increase of 90.2% over  2008.<\/li>\n<li>In 2006, they signed a  five-year partnership with the San Diego Chargers, an American football team. The  agreement provided them with multiple marketing opportunities, including  outreach to San Diego&#8217;s large military population and Hispanic consumers. Also  in 2006, New Orleans Saints, another American football team, signed a two-year  partnership with them.<\/li>\n<li>In 2007, Coors Brewing  introduced a package redesign and new advertising campaign for its Coors beer.  In the same year, Coors Brewing rolled out its 2007 multicultural marketing  strategy which was built on positioning Coors Light to the African-American and  the US Hispanic populations. <\/li>\n<li>In 2008, they launched \u00a0Coors Light beer in Sweden.<\/li>\n<li>In 2009, the company launced  the new 8, 10, 12 and 16 ounce Coors Light and Coors Banquet Cold Activated  Cans across the US. Carling, the UK&#8217;s beer brand by Molson Coors, launched a 99  calorie bottle with 100% British barley. Also in 2009, Molson Coors (UK) and  Cobra Beer formed Cobra Beer Partnership, a joint venture company for the  manufacture and marketing of the Cobra beer brand across the UK.<\/li>\n<li>In 2009, they partnered  to introduce Coors Light beer in Costa Rica. They also introduced Coors Light  in Trinidad &amp;Tobago. <\/li>\n<li>In May 2010, they  agreed \u00a0to buy a 51% controlling interest  in a new joint venture with the Hebei Si&#8217;hai Beer Company for $40 million. They  will have control over the Si&#8217;hai brewing operations, including its contract  brewing business in China. <\/li>\n<li>In 2009, revenues from  other foreign countries (other than Canada and the UK) reached $118.8 million  in 2009, an increase of 28.2% over 2008.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Molson-Coors SWOT Company Overview Molson Coors Brewing Company (Molson Coors) is a holding company engaged in the manufacturing, packaging and selling of malt beverage products, including alcoholic beer, cider, ales, stouts and lager. The company operates primarily in the US, Canada and the UK. It is headquartered in Denver, Colorado. Coors is the name of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[13],"tags":[],"class_list":["post-4436","post","type-post","status-publish","format-standard","hentry","category-swot-analysis-examples"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4436","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=4436"}],"version-history":[{"count":1,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4436\/revisions"}],"predecessor-version":[{"id":7147,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/4436\/revisions\/7147"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=4436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=4436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=4436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}