Part III: Coors performance in 1985 (20 points)

Q9 (5 pts). How had Coors performance changed by 1985 compared to that in the mid-1970s? Did you find any change in its positioning?

Note: Answer based on financial data from operating statements in 1985 in Exhibit 9. Compare Coors with all other competitors, not just A-B.

A E Anheuser Busch Coors % of Net Revenue (A-B) % of Net Revenue C 1977 Barrels Sold 36.6 12.8 Net Revenue $1,684 ($1,340) ($73) ($102) $532 ($371) ($14) ($38) 80% 70% COGS Advertising Other SG&A Operation Income 4% 3% 6% 7% $169 $106 10% 20% 1985 Barrels Sold 68 14.7 Net Revenue $5,260 ($3,524) ($471) ($491) $1,079 ($727) ($165) ($94) 67% 67% COGS Advertising Other SG&A Operation Income 9% 15% 9% 9% $774 $93 15% 9%