Southwestern Montana Coors Harvard Case
Coors, Inc. was incorporated in 1873 by Adolph Coors and still remains a family operated and controlled business. Coors, a Colorado-born and brewed beer, has a premium tag attached to it. ... ISSUE ANALYSIS Larry Brownlow, an MBA student, expressed his interest in taking on the distributorship of Coors in Southwestern Montana. ... BRAND IMAGE OF COORS • Well known brand – high consumer acceptance • Perception of being a premium brand • Fanatically brand – loyal consumers • Efficient distribution channel so it did not need much advertising TARGET CONSUMER & TARGET MARKET • People over 21 years of age • 5 counties of Southwestern Montana DEMAND ANALYSIS From Exhibit 8 we can see that the number of gallons sold annually for the year that Coors would be launched in the market i. ... This number is obtained by estimating the number of gallons per year for 5 wholesalers in the Montana market for the year 1976 (Exhibit 3) based on incremental analysis from 1974 to 1975 to 1976. ... MARKET SHARE Based on Exhibit 2, we can see that the projected market share of Coors in 1977 is 22%, in 1978 it would be 25%; in 1979 it would be 30% so on and so forth. From this increase every year, we could find the market share we need to attain in 1976, when we launch Coors in Southwestern Montana. ... INVESTMENT ANALYSIS Larry would have to make an investment of $400,000 for taking on the distributorship of Coors in Southwestern Montana.