South Delaware Coors Inc

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South Delaware Coors, Inc.
Point of View
Larry Brownlow
Objective
To ascertain whether applying as a Coors distributor in South Delaware is a good opportunity or not Statement of the Problem
Larry Brownlow is in need of reliable and relevant marketing research that would help him estimate the feasibility of the project Areas of Consideration
1.Budget. Larry has about $15,000 for feasibility research purposes.

2.Researches/Studies.
a.National and Delaware Per Capita Beer Consumption
i.Provides information on per capita consumption of beer in both the national scale and in Delaware. ii.Along with population estimates, it can provide information on potential demand of beer in both the national scale and in Delaware. iii.It cannot provide information to estimate Coors’ potential market demand in Delaware. b.Population Estimates for Two Delaware Counties in Market Area. i.Provides information about the number of potential consumers. ii.With Beer Per Capita Consumption researches, it can provide information on the potential demand of beer in Delaware. iii.It cannot provide information to estimate Coors’ potential market demand in Delaware. c.Coors Market Share Estimates

i.It provides quantitative information on Coors’ market share for the two county market area ii.Alone, it cannot provide clear information on Coors’ potential market demand in Delaware. d.Estimated Liquor and Beer Licenses for the Market Area.

i.Provides information on the number of liquor/beer sales operations in the market area. ii.Provides information relative to competition in the market area. e.Beer Taxes Paid by Delaware Wholesalers

i.Provides information on sales operations in the market area. ii.Provides information relative to competition in the market area. f.Industry Composite Financial Statements for Fiscal Year 1986. i.Provide financial information on the industry being considered (i.e. turnovers, margins and returns and the like) ii.Information is...
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