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Assignment: Boston Beer Company Case Study
Question A. Should Boston Beer attack the light beer market? If yes, why and how? If no, why and what should they do?
Question B. What is the specific contribution of each form of market research-taste tests, ZMETs, consumption data, etc.-to each of your recommendations?
Question C. How does Boston Beer get "heard" in such a noisy marketplace?
Question D. 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?
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