South Delaware Coors

South Delaware Coors, Inc.

Problem Identification: Larry Brownlow faces two main problems regarding his potential application for a Coors beer distributorship, which is to be located in a two county area of southern Delaware.

$ What types of research, if any, should be conducted by the research suppliers of Manson and Associates to determine the feasibility of such a venture?

$ Based on the research findings, is the distributorship feasible; should Larry submit an application to Coors, Inc.?

Case Recommendations: Larry should pursue feasibility studies and the distributorship based on several factors contained within or derived from the case.

Ambition and Desire for Success: Although Larry has many alternatives (e.g. conduct no research, continue grad school, and invest trust; conduct own research following completion of MBA; hold off on MBA to do research presently), obtaining his degree seems to be of utmost importance, as well as achieving success, sooner rather than later, in a self-owned business. Purchasing a research bundle may be costly, but the knowledge and insight it will provide is paramount. While Larry could surely conduct his own secondary data research for less than $15,000, a busy schedule and time constrain him. Unbiased primary data provided from M&A will also be essential.

Strong Product Background: The product is proven one, dating back to 1873, and Coors is currently ranked as the fourth largest