Thursday, February 12, 2009

Another case of losing focus: Coors

Pepsi is not the only good company that spread resources too thin and suffered.

In 1975, Coors was only available in 11 states. All in the west of the US. Despite this, it was the market leader in terms of share in 10 of these 11 states. All was good. But then Coors tried to attack a raft of other segments at the same time - light beer, dry beer, red beer, ice beer, non-alcoholic beer, extra-gold beer....

The result? They lost their No. 1 leadership position in every state.

More on focus here. Source and highly recommended book here.

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