Professional Documents
Culture Documents
•Soon to be MBA Graduate Larry Brownlow is considering opening a Coors Distribution Center
in Delaware
•Issue: Larry has limited funds available and must decide which marketing studies proposed by
the research firm will be needed for him to make an informed decision on whether or not to
pursue the distribution opportunity. Group 2 Situation Summary &
Problem Definition Oral Presentation - South Delaware Coors
Larry: MBA Educated, Financially Stable, Entrepreneurial
Sprit
The study is limited to only secondary and primary data by Manson and Associates Research
H - Retailer Study
Gives information on retailers’ readiness and preferences to sell the product
Study A – The purchase of Study E will give all necessary information that study A would
provide
Study B – It is of our opinion that Larry could find comparable information for Study B from the
census bureau
Study C – We believe this information can be attained within a reasonable amount of time by
Larry Reasons for Recommendations Study D – Establishing the amount of expected permits
issued helps factor the number of restaurants and bars Larry can distribute to
Study E – This will not only help Larry complete Study A on his own but also help Larry
estimate what his average sales and taxes may be for future years
Study F – This study helps Larry determine whether his projected budgets are close and what to
expect for future years Reasons for Recommendations
Contd. Study G – Will help Larry determine how well his products will be accepted in the area
Study H – This will help Larry understand how difficult it will be when he solicits retailers to
carry his product
Study I – This study could possibly be performed by Larry if additional funds need to be
reserved. However, this study will help Larry determine whether his price points are in line
among his competitive products. Reasons for Recommendations
Contd. Implementation Larry should delay his graduation by a semester if necessary to research
Larry will spend $14,049.50 by purchasing the suggested reports
If funds need to be conserved Larry can perform Study I himself Larry can then determine
whether a Coors distributorship is the proper move for his future Larry will need information
from almost all the reports
Larry does not have the funds to purchase all the reports
Larry should perform some of the research to make the proper decision on whether to buy a
Coors distributorship Conclusions