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Molson Coors Case Study Table of Contents Executive Summary………..……………………………3 Snapshot of Molson Coors………………………………4 External Environment……..…………………………….5 Corporate Strategy………………………………………7 Internal Environment…………………………………11 Alternatives……………………………………………..12 Appendix………………………………………………..16 Exhibit CS-1: 2011 Allocation of Gross Rev…..…16 Exhibit 1: Resource Based View RBV……………16 Exhibit CS-2 Goss Rev Annual Trend…….……17 Exhibit 2: Molson-Coors Five Forces…………..18 Exhibit 3: Molson-Coors Value Chain……………18 Exhibit 4: Molson-Coors SWOT Analysis………..19.