South Delaware Coors Inc Case Summary
South Delaware Coors, Inc.
Point of View Larry Brownlow
Objective
To ascertain whether applying as a Coors distributor in South Delaware is a good opportunity or not
Statement of the Problem
Larry Brownlow is in need of reliable and relevant marketing research that would help him estimate the feasibility of the project
Areas of Consideration
1. Budget. Larry has about $15,000 for feasibility research purposes.
2. Researches/Studies.
a. National and Delaware Per Capita Beer Consumption
i. Provides information on per capita consumption of beer in both the national scale and in Delaware. ii. Along with population estimates, it can provide information on potential demand of beer in both the national scale and in Delaware. iii. It …show more content…
Estimate market demand and forecast potential margin derived from the project. In this alternative, Larry will have to request John to perform studies A, B, C and I. The first three studies will help Larry estimate Coors market demand while study I will help him identify the relative wholesale price of beer in Delaware. With this information, Larry can estimate the potential margin he can derive considering the rough estimates of expenses he has identified in engaging the project. Larry however, will have to assume risks by relying on the estimates alone. Nevertheless, he can always validate the outcome of the studies by letting John deliver study G thereby allowing him to have idea on (beer) consumer preferences in Delaware. If results of study G suggests favorable attitude of consumers towards the product, Larry will be more confident to engage the project.
2. Utilize composite indexes and validate using consumer preferences in Delaware. This alternative will require studies F and G. By studying industry averages, Larry will have an overview on inventory turnovers, asset turnovers, return on equity and all other ratios relevant to identify how feasible the industry is. Of course Larry will have better appreciation if he will relate these quantitative measures with qualitative implications such as consumer preferences. The ratios derived from industry averages will not be necessarily true especially if consumer preferences in Delaware are not favorable to
Point of View Larry Brownlow
Objective
To ascertain whether applying as a Coors distributor in South Delaware is a good opportunity or not
Statement of the Problem
Larry Brownlow is in need of reliable and relevant marketing research that would help him estimate the feasibility of the project
Areas of Consideration
1. Budget. Larry has about $15,000 for feasibility research purposes.
2. Researches/Studies.
a. National and Delaware Per Capita Beer Consumption
i. Provides information on per capita consumption of beer in both the national scale and in Delaware. ii. Along with population estimates, it can provide information on potential demand of beer in both the national scale and in Delaware. iii. It …show more content…
Estimate market demand and forecast potential margin derived from the project. In this alternative, Larry will have to request John to perform studies A, B, C and I. The first three studies will help Larry estimate Coors market demand while study I will help him identify the relative wholesale price of beer in Delaware. With this information, Larry can estimate the potential margin he can derive considering the rough estimates of expenses he has identified in engaging the project. Larry however, will have to assume risks by relying on the estimates alone. Nevertheless, he can always validate the outcome of the studies by letting John deliver study G thereby allowing him to have idea on (beer) consumer preferences in Delaware. If results of study G suggests favorable attitude of consumers towards the product, Larry will be more confident to engage the project.
2. Utilize composite indexes and validate using consumer preferences in Delaware. This alternative will require studies F and G. By studying industry averages, Larry will have an overview on inventory turnovers, asset turnovers, return on equity and all other ratios relevant to identify how feasible the industry is. Of course Larry will have better appreciation if he will relate these quantitative measures with qualitative implications such as consumer preferences. The ratios derived from industry averages will not be necessarily true especially if consumer preferences in Delaware are not favorable to