The following summarizes the Market Analysis conducted to address the objective: Determine market potential of a Coors beer distributorship for a two-country area in southern Delaware. The resulting aspects of consumer behavior would mean Coors’ sales in Delaware would depend greatly on efforts of the two wholesalers planned for the state. We will base our definition of market potential on five selected studies of research provided by The Manson and Associates Research Proposal.
Key Findings and Rationale:
Study A:National and Delaware Per Capita Beer Consumption for 1998-2002. Cost: $1,000
Rationale: Study A gives us a good base of consumption. Upon receiving the report, we observed that Delaware has consumed at least 3 gallons more than the rest of the United States per capita annually. If data revealed Delaware consumption were less than the National consumption, then demand would be unreasonably low to open a distributor.
Study C: Coors Market Share Estimates for 2000-2005
Rationale: We need Study C to understand Coors’ estimated market share, which would project the estimated target audience who would purchase the product. This estimate is essential to understand the market potential for the two-country area in prospective with the Coors’ nationwide projection model.
Study E:Beer Taxes Paid by Delaware Wholesalers for 1997 and 1998 in Market Area.
Rationale: Essential piece of information which reveals the demand in Delaware for all beer. Beer taxes paid by Delaware wholesalers aids to determine the demand for the beer market in Delaware.
Study H:Retailer Study
Rationale: We need to know market perception of the Coors brand in Delaware, and the retailer’s likelihood to stock and sell the product.
Study I:Survey of Retail and Wholesale Beer Prices
Rationale: This study enables us to determine average wholesaler...