MillerCoors LLC - Organizational History and Current State of Affairs

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This section describes the organizational history and the current state of affairs of MillerCoors LLC. It will start by describing the beginnings of the two companies that merged to create MillerCoors. This section will also discuss the culture, important leaders of the company, product offerings and target markets.

MillerCoors LLC, with headquarters located in Chicago, Illinois, is in the brewery industry and employs roughly 4500 people between the headquarters and nine breweries across the country, two of which also hold division offices. MillerCoors is a joint venture between SABMiller and Molson Coors that merged in 2008 to “boost market share and spur stagnant sales and improve profits by combining production, distribution, and marketing operations” (Hoover’s, 2011). Even though MillerCoors is a fairly new business, the company’s roots go back as far as 1855.

Frederick John Miller, founder of Miller Brewing Company, and Adolph Coors, founder of Coors Brewing Company, were both born in Germany and each eventually made it to America. Miller immigrated to the United States in 1854 and in 1855 moved to Milwaukee where he purchased the Plank Road Brewery to brew beer from the brewer’s yeast he brought with him from Germany. In the 1880’s Miller began bottling his own beer and was one of the first breweries to pasteurize its beer. (MillerCoors LLC, 2011)

Frederick Miller died in 1988, however, his family continued with the family business. Just four years later, Miller stopped fermenting and maturing its beer in caves and started using mechanical refrigeration. In the early 1900’s, Miller started mechanically filling, labeling and capping its own bottled beer, allowing customers to see the brand name on the label of every bottl...

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...h each other, thus providing room to grow at the expense of our common competitor, Bud Light” (Mullman, 2008). The CMO is referring to the fact that both beers tend to have different market and are generally preferred in different geographical areas of the country, which will allow both brands to compete individually with their other competitors, mainly Bud Light.

References

CNNMoney.com (2011). Fortune 500 2010 world most admired companies. Retrieved from http:// http://money.cnn.com/magazines/fortune/mostadmired/2010/

Hoover's. (2011, February 08). MillerCoors LLC. Hoover's Company Records – Quick Report. Retrieved from LexisNexis Academic database.

MillerCoors LLC (2011). Who we are. Retrieved from http:// http://www.millercoors.com

Mullman, J. (2008). An ultimate light beer challenge for MillerCoors. Advertising Age, 79 (31), 8. Retrieved from EBSCOhost.

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