Ralph Johnson
Professor Brian Staffe
Marketing Strategies (GSB 725)
26 March 2013
Purpose of the Research
Larry Brownlow is contemplating purchasing a Coors Distribution in South Delaware with funds made available to him through a trust fund ($500,000) to be dispersed to him, in July, at the age of 30. He and his family are financially reliance on an annual trust fund of $40,000. Additionally, the bank is willing to open a line of credit for $400,000 and a loan of $400,000 from other sources . By profession, Larry is a Sales Engineer, but has chosen to return to school to obtain his MBA, after concluding that the “best opportunities and reward were in a smaller, self-owned business, not in the jungles of corporate giants” (Peter, p. 267).
Larry has met with John Rome, Senior Research Analyst for Manson and Associates Research Company to discuss the Market Feasibility of starting a Coors Distribution in South Delaware. The proposal from Manson includes quantitative and qualitative research, coupled with primary and secondary data assessments (p. 34). With a limited research budget of $15,000, Larry must decide which of the Manson’s studies will provide him with the necessary data to project feasibility and profitability in purchasing a Coors Distribution.
Larry surmised, that he needed estimates of sales and costs in a format allowing managerial analysis, coupled with data on competing operations experience, retail support and consumer acceptance (p.268). Another factor influencing the selection of studies, are a required completion date of February 20, 1989 and a March 5th deadline for filing the distributorship application with Coors Inc.
Purpose of Analysis
Recommendation of Studies to be performed by Manson and Associates Research
Description of Information Derived From Studies
Stage One Research Based on Secondary Data and Manson Computer Models:
Study A: National and Delaware per Capital Beer Consumption for 1988-1992...