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Molson Coors Brewing Company Strategic Analysis 2009. Jarryd Phillips, Jermaine West, Spencer Jacoby, Othniel Hyliger , Steven Pelletier. Overview. Strategic Assessment SWOT Matrix Space Matrix Grand Strategy Matrix BCG Matrix IE Matrix Matrix Analysis QSPM
Strategic Analysis 2009
Jarryd Phillips, Jermaine West, Spencer Jacoby, OthnielHyliger, Steven Pelletier
Grand Strategy Matrix
Craft Beer Analysis
Projected Income Statement
Projected Balance Sheet
Projected Financial Ratios
How Molson Coors came to be
Current Vision & Mission Statements
Proposed Vision & Mission Statements
Opportunities & Threats
2009 Income Statement
2009 Balance Sheet
Current Financial Ratios
Strength & Weaknesses
1786- John Molson opens a brewery in Montreal, Canada.
Adolph Coors opens the Golden Brewery in Golden, Colorado.
1916- Prohibition is enacted in the US. Coors keeps the brewery open by making malted milk, near beer and porcelain products.
1959- Coors introduces aluminum cans and cold filter brewing.
William Worthington- 1744
Bass Brewers- 1926
Coors Brewers Ltd-2002
Thomas Carling- 1840
Molson Brewers Canada-1989
Our ambition is to be a top global brewer. We have four strategic goals to help us get there: a net profit goal, increasing returns from our strategic brands, engagement of our employees, and recognition for world-class corporate responsibility.
At Molson Coors, corporate responsibility is core to our overall business strategy. We cannot meet our profit target without managing sustainability risks and opportunities. We grow our brands responsibly, and responsibility performance is key to engaging our employees. We come from many different backgrounds, so our values help to unite us. They guide our decisions and our actions through excelling, passion, integrity and respect, creativity, and quality.
At Molson Coors, our goal is to provide consumers with products they most prefer; and at the same time be the leading producer of malt liquor products in the world.
At Molson Coors, we desire to produce the best products and services for consumers in the world market (1, 2, and 3). In the process, our employees and managers will utilize the newest technology and innovation to ensure profits for shareholders and growth for the company (4, 5). Our breweries and production processes will operate with a concern for employee livelihood sustainability, environmental protection, and community commitment (8, 9). We will continue to provide our value chain with the best value possible (7). Our philosophy towards innovation and product sustainability displays a commitment to our company and will ensure progress in the industry for the short and long term (6).
2. Products or services
5. Concern for survival, growth, and profitability
8. Concern for public image
9. Concern for employees
Global Sales (High)
Global Sales (Low)
S1, O3:Expand into Asian and European market which also encourage them to diversify their products. Create alliances with companies in other countries.
S1, O2, O6 : Purchase Farms to reduce cost of raw materials and use these farms to create a new line of organic beer.
S4, S5, O4: Not only use NASCAR and NFL as sports to sponsor, many more sports out there a bigger than NASCAR- branch out
W1, O1, O4, :Low market share in some countries is an opportunity to expand. Should strengthen the brand image of weaker product lines in order to prevent relying on certain products to boost their sales.
W2, W3, O2: Start utilizing personal resources (farms) rather than invest too heavily in suppliers.
Top competitors include: Anheuser- Busch & Heineken
Any significant increase in raw materials prices will negatively affect their margins.
Any significant decrease in the ability to obtain their raw materials will also affect their margins.
Perceptions that beer is not as healthy as other alcoholic beverages like wine.
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
Total Cost $50,000,000