Case Study

Main Problems

Two issues are present in the case. The first is a decision on what research should be conducted by Manson and Associates to allow Larry Brownlow to estimate the feasibility of a Coors beer distributorship for a two-county area in Delaware. This issue is evident, even stressed, throughout the case. The second issue is a decision on whether or not the distributorship is feasible or, in other words, a go/no-go decision by Brownlow regarding his application. This issue is largely implicit in the case.

Decision-Making Process

The framework used in this note is organized around the estimates of industry demand, market share, costs, and performance. All data references in the following quantitative analyses come from Exhibit 1 in this note.

1. Industry Demand

It is possible to estimate industry demand in two manners. The first involves results of Studies A and B and could be termed a “per

Case Study On South Delaware Coors, Inc

I. Statement of the Problem

The problem was giving direction to Manson and Associates regarding which research should be completed within a period of time, to determine market potential of a Coors beer distributorship for a 2-county area in southern Delaware.

    II. Objectives of the Study

This study seeks the following objectives:

    - to be able to understand the market potential of Coors Inc. through research

    - to determine which research data is/are relevant for the feasibility study of Coors Inc.

    - to know whether the decision of Larry to become a distributor of Coors Inc. is right

    - to understand the market potential of Coors Inc. on   a distributor’s point of view

  III. Scopes and Limitations of the Study

The study includes the current situation of Larry Brownlow, the nature of the company Coors Inc., and the background of Manson and Associates.

Recommendation

Based on our analysis of the South Delaware Coors Wholesale Distributorship opportunity, we recommend proceeding with...