Delaware Case

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Table of Contents

Executive Summary…………………………………………………………………………...3 Problem Statement……………………………………………………………………………..4 Analysis and Evaluation……………….. ……………………………………………………..5 Recommendation……………………….……………..………………………………………6 References…………………………………………………………………………………….7

Executive Summary
Coors is a familiar brand name to most beer drinkers or those that indulge in alcoholic beverages. What may not be known in detail are the positive and negatives business trials and tribulations that have been endured by the company. The company dates back to 1873, where two German immigrants partnered to establish the brewery in Golden, Colorado. One notable fact is that Coors, who only invested a ninth ($2000) of what his partner Schueler invested (18000) later bought out his partner; becoming the sole owner of the company (Coors Brewing Company, 2012). Currently, Coors Brewing Company is known for his operation of the Golden, Colorado brewery, which is the largest single brewing facility in the whole world. While Coors is most widely known as a positive economic stimulator, there have been cases of public scrutiny in terms of minority issues. For example, Coors was part of a minority discrimination lawsuit in 1975, which ended in a settlement with Coors agreeing not to discriminate against blacks, Mexican-Americans, and women (Coors Brewing Company, 2012). The potential investor, Larry Brownlow, is faced with a decision that could change his life forever. Entrepreneurs most be willing to take risk, but those risk most be backed by firm and accurate data. Larry made a decision that he wants to invest in small business endeavors and not those associated with Corporate Giants. The decision to buy-into Coors distribution aligns with his personal business goals; however, Larry has a short-time span to make the final decision.

As part of the South Delaware Case Study, this case analysis will address several major problems that Larry encountered during his decision to submit his application for Coors distributorship. Larry’s first major hurdle is to decide the most efficient and beneficial research to purchase within the parameters of his 15k budget. Along with the initial dilemma comes a second decision or pressure point which involves a short three-day window to provide Manson & Associates Research with a decision in order to provide the company enough time to complete the research prior to the application deadline. The third and most critical problem that exists is the decision to submit the application for Coors distributorship or not to submit the application for Coors distributorship.

Given the above issues, this case analysis will dissect several key areas in order to make a firm, data-based recommendation to Larry Brownlow. The areas that will be analyzed all needed to answer two major questions: Profitability and Return on Investment. In order to access these areas and provide a thorough analysis, the case analysis will provide responses in terms of beer demand in South Delaware, right cost/price, break-even analysis, and a recommendation on the best use of research funds. Successful analysis in the above areas will allow a clear picture into the profitability of the Coors distribution. In order to fully assess these items the case study documented research in terms of the customer, the industry, market share projections, investments, and cost. The three recommendations that resulted from this case study are simple – details will be revealed in the recommendations section. First, is the correct mix of analytical research. Second, is the go/no-go decision on the distributorship. Finally, is the recommendation based on the analytics and the break-even analysis Problem Statement

Although implicitly stated, there are several minor issues that are present in this case study; however, the primary issues is...
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