Coors sees itself as being a socially responsible and well rounded company. They take pride in their American history and market themselves to other proud Americans. Coors and all its products are seen as being high quality while affordable if not priced more competitively. However, some individuals look for beer price while others look for a name with respected quality. Coors looks to improve its product delivery. For instance; the wide mouth cans, frost brew liner, cold activated bottles. Main competition was coming from Miller and Budweiser. Now, with the creation of MillerCoors the competition has been reduced to Budweiser, whom is the #1 Domestic American beer company. Coors overseas competition is dealt with by the specific production of lesser known but marketable beer. Budweiser and Coors alike do not make an extensive variety of well known beer but they do stick to their guns and create consistent products.
Research would suggest that Light beer is very popular and premium beer has taken a back seat. Imports are also very popular. Coors should be able to gather information to see where they can appeal to the import beer drinkers. Another problem is the ease of purchase for minors, Coors believes in the responsibility of consumption and prohibition of sales to minors. But, then again Coors does not sell directly to the public.