South Delaware Coors Inc - MichaelSinitsa...

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South Delaware Coors Inc. Michael Sinitsa  Marketing Analysis (MKTG 417.01)  Arezoo Davari, Ph.D. Eastern Washington University  05/11/17
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South Delaware Coors Inc. Does the South Delaware Coors distributorship offer sufficient investment potential given  Mr. Brownlow’s current business and personal situation? Based on all the figures that have been brought to light with the given data, I recommend that  Mr. Brownlow goes ahead with investing into this new business venture and sets up a warehouse in the Delaware region with an initial investment of $800,000 (table 5.1) by taking out the  maximum loan amount available to him to ensure that he is in a strong position to succeed.  Cost of goods sold versus selling price  The current cost versus selling expense can use improvement, as evidenced in table 4.1. Our cost of goods sold is high enough to justify a reassessment further on into the future. To better  manage expenses and position ourselves with a higher selling price and/or increase overall sales.  This can all be facilitated by gaining more market share from competitors by increasing  advertising costs and brand awareness and diversifying into different market segments that have  not been yet pursued explicitly in the Delaware area.   Market potential versus sales potential   Coors has a market potential of over $30 million dollars (Table 1.1) and yet with its current  projected market share of 8.9%, Coors caps out at close to $3 million in sales potential, and if we are to observe our potential in figure 1.2 the difference is significant enough to where there is  place for growth and to invest more finances into marketing.  Projected market share 
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