1. Problems and Opportunities
Larry Brownlow has a business opportunity and decision to make regarding whether or not the business is a feasible option. This business opportunity is perfect for Larry because he will have access to most of the start-up costs and Coors, Inc. is expanding into his territory. Another opportunity was the ability to be successful in business in Delaware with Coors.
The problem is deciding which aspects of research will give him the most applicable information toward his feasibility study. The other problem is timing?he has little time and therefore, must be strategic about how this time between now and the deadline to apply for distributorship is used or spent. Ultimately, the problem is deciding if Coors is good business opportunity for Larry Brownlow.
2. Situation Analysis
a. Environmental Variables
i. The environment for Coors in Delaware was it an untouched state for brewery and the success of Coors in Delaware would largely depend upon the two wholesalers Coors was looking to bring into the organization.
ii. The technology used brew Coors is closely monitored and the recycling of the can (the exclusive form of packaging) was mandatory. While this protects the integrity of the product, it makes for additional expenses.
iii. Another element to consider is the perception amongst consumers that Coors is anti-union which can often be synonymous with anti-American.
b. Strategic Marketing Issues
i. The product is an older product and may be seen as uncool and less attractive?this too could affect sales.
ii. The price may affec ...