Executive Summary
For the last 141 years, Coors Brewing Company has served the United States of America effectively. The company has evolved from simple beginnings to become among the most important brewing companies in the United States of America and Colorado in particular. This success is based on the core principles that guide our operations. By operating within our structures and creating a culture that strengthens our knowledge about the market, we have gained advantage over competition in the market. We have various programs intended to satisfy and attract clients to our brand of beer to ensure we emerge as the best brewing company in America. We engage in responsible programs such as offering free rides to people who are drunk. We also take a keen interest in environment conservation practices to ensure we achieve sustainable brewing. In essence, we are committed to enhancing sustainable water stewardship. All this is based on the urge to provide a conducive environment and a society where everybody can enjoy.
Objectives
This business plan revolves around the urge to achieve a higher status in the economy. We fully believe that we are in a position to have a brand that we can be identified within the United States of America. We seek to produce a high-end, craft-brew beer which has been missing in our company.
With time, we want to launch a new product and track it at every point of production to ensure it succeeds in the market. In doing this, we will put special attention to points such as the stores and the selling points to understand the nature of the customers who prefer this product. In doing so, the company will not compare its sales with those of competitors.
Keys to success
The success of Coors Brewing Company depends on the valuable market segmentation (Larimo et al. 34). By this, the company will employ various mechanisms to understand the niche markets and various implementation strategies. The company’s marketing strategies are essential to boosting the position we hold in the market.
Process
Updating raw materials
The company seeks to launch a new product and market it to ensure customers purchase it. The company’s urge to develop a new line of craft beer means that new raw materials are necessary. In a way, the company seeks to take advantage of the gaps that have not been fulfilled. The company will introduce craft beers that are winning in the current market, such as a cider beer, a herbed ale and a blonde ale. In producing these, raw materials should be acquired. This will take approximately two years to be implemented.
Target market
In order to implement its plan effectively, the company will venture into a new target market. This will significantly increase its sales to complement the already existing market. The company seeks to achieve this by developing new beer that takes considerations about the craft beers that have won the demographic of beer drinkers. The company also seeks to create a new category of beer (wine beer). By taking an early opportunity to implement this opportunity, the company has a big chance of becoming the most known company for producing wine-beer in the market. This will attract more customers.
The space that we need to do it
In the beer market, competition is high. To mitigate this, various strategies will be employed to beat competition. The only available space is producing wine-beers (Bonham et al. 65). This is because not many companies have tapped this market. Coors Brewing Company seeks to be the first company to tap this market. This should be completed in approximately four years.
Works Cited
Bonham, Stephen S., Richard Scudder, and Barry Morrato. "THE MOLSON COORS OPERATIONAL PORTFOLIO ARCHITECTURE A CASE STUDY." (2010): Print.
Larimo, Jorma, Marin Marinov, and Svetla Marinova. "The Central and Eastern European brewing industry since 1990." British Food Journal (2006): n. pag. Print.
