Beer Marketing Audit Free Essay, Term Paper and Book Report
Marketing Audit
MKT 551 Marketing Management
Jacqueline Barnett
August 11, 2004
Executive Summary
Adolph Coors Company is the third largest brewer in the in the US (after Anheuser-Busch and Miller Brewing), but Coors is looking to grow by merging with Molson. Coors Light nicknamed the The Silver Bullet is Coors top brand, accounting for more than 50% of its revenue. Coors markets about dozen beers in the US, including Blue Moon Belgian White Ale, George Killians Irish Red Lager, and Keystone. It also makes Zima, a clear, malt-based brew, and Coors Non-Alcoholic. Coors bought the UKs Carling brand from Interbrew, and making it the #2 brewer in the UK. The heirs of Adolph Coors control about one-third of firms voting stock.
History
It was in 1968 that Adolph Coors stowed away on a ship bound for the United States. He had recently completed an apprenticeship a brewery in his native country Germany and was seeking new challenges in anew country. When the ship docked in the US (actually Baltimore), the young immigrant had littl......
Word Count: 3515
Page Count: 14 (250 words a page / double spaced)
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