SOUTH DELAWARE COORS

South Delaware Coors, Inc. Case Study



South Delaware Coors, Inc. Case Study

Introduction

Currently, there is an opportunity to own a Coors distributorship in the South Delaware area. There are currently no distributorships in this area. The Coors brand name is a well-known, high quality, brand. There are current retailers that have shown interest in carrying the product, which represents a demand for the product. Larry Brownlow is interested in applying for the distributorship. He is currently a full time graduate student in an M.B.A. program. Due to his studies, Larry does not have the time necessary to conduct the appropriate research in order to make the decision of whether or not to apply for the business. He has contacted Manson and Associates, research firm, to obtain an estimate to perform the research for him. The cost of all of the research that Larry would like performed exceeds the fund she has, so he must make a decision as to which parts of the research plan are most important in aiding his decision.

SWOT Analysis

Opportunity and Threats

Larry has the opportunity of opening one of two beer distribution centers in an area that has been untouched by this industry. Larry must be willing and able to compete with other brands, which could be preferred over Coors. Research on past and current industry preferences will aid in determining the likelihood of Coors prospering in the area.

Implications for strategy development

Tactile marketing strategies, such as promoting Coors' extensive brewing and refrigeration process in order to maintain an uncompromised quality may help promote consumer preference. This may attract new customers as well as help to maintain existing customers since they are reassured that they are receiving the quality that they prefer and pay a premium price for.

Organization Analysis

Objectives and constraints

Coors is one of the nation's leaders in the beer industry. They use extensive brewing and refrigeration processes in order to maintain an uncompromised quality. Larry's main objective is to open up the beer distribution market in the South Delaware area, and area that has been untouched by this industry. His mission is to gain consumer acceptance in the area and maintain a successful and profitable distributorship. One weakness that the distributorship would have is Larry as a manager, since he has no prior managerial experience. However, he is in graduate school perusing an M.B.A. There is constraint as to which retailers will be able to carry the product since the retailer will have to be licensed to sell alcohol in their establishment.

Financial Condition

Larry has $15,000 available for research and $500,000 for investment into estimated at $90,000 per year. A research estimate of beer sales in the South Delaware area is needed in order to determine if the business will be profitable.

Management philosophy

There is not enough information to determine the management philosophy of the potential Coors distributorship.

Organizational structure

Larry plans on having four route salespeople, a secretary, a warehouse manager, as well as himself as the distributorship owner.

Organizational culture

The organizational culture cannot be determines since the business ...