Executive Summary:
Larry Brownlow is a full time MBA student who will be graduating soon. Larry decided to pursue his MBA because he wants to be a business owner and has a trust worth $500,000 that will soon be available to him. Larry has recently come across an opportunity to apply for a Coors beer distributorship. Before Larry applies for the distributorship he must first figure out if this is a good business decision. Due to Larry being a full time student he does not have the time to research this opportunity himself. Larry has $15,000 to use for feasibility research and has commissioned Manson and Associates to do the research. Manson and Associates is a general research supplier that has done feasibility research in the region. Manson and Associates has provided Larry with an estimate to do the requested research. The estimate for all the research Larry would like far exceeds his budget and therefore he will not be able to purchase the full research plan. Larry must decide what parts of the research plan he needs most to determine whether or not applying for the distributorship is the best business move for his future.
Situation Analysis
Environment
Economic conditions and trends
Larry only has $15,000 available for research purposes and he will $500,000 available for investment by the time it is needed for the full investment.
Cultural and social values and trends
Coors has a high quality product with a strong brand name, and it is very well known to the public. Although Coors has a strong brand name it is important to determine, through research, if the population in this area consumes enough beer products that would make this a solid business decision.
Political and legal issues
Some legal issues that may arise are racial discrimination lawsuits in the area of employment, especially since Coors is
