case study 

3 pages 

– Should Boston Beer attack the light beer market? If yes, why and how? If no, why and what should they do?

– What is the specific contribution of each form of market research—taste tests, ZMETs, consumption data, etc.—to each of your recommendations?

– How does Boston Beer get “heard” in such a noisy marketplace?

– What could you have done at the start of the Field Study and what can you do now to ensure that you really help Boston Beer management?

Format: MS Word, 1-inch margin, 1.5 spaced, font size 11, Times new roman