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MKTG 390: Individual Assignment 1 Coors Distributorship: Back-of-the-Envelope Break-Even For this assignment, you need to help Mr. Brownlow make the investment decision by using the information in the case and the data from the studies listed below. You may also need to make your own assumptions (e.g., interest rate) in order to carry out the break-even analysis.

Your analysis should involve the following steps: 1. First, find out whether Mr. Brownlow will break even in the first year (1990) given all the information he has. If yes, he should go ahead with the distributorship. If not, he should seriously reconsider the investment decision. 2. If you think he will break even, then what is the expected profit for the first year (1990)? 3. Finally, conduct some sensitivity analyses to assess how his attitude towards risk may influence the conclusion. Please follow the guidelines I provided below. Please submit your assignment onto Blackboard before class on Nov 5. Please make sure you provide enough information of your analysis so that your assignment can be evaluated without further explanation.

1. Industry demand (1990): The first step in the break-even analysis is to figure out the industry demand for 1990, using the Per Capita Method or the Tax Paid Method. Try both and see if they would give you similar answers.

Per Capita Method:
Study B: Entire population for Kent and Sussex for 1990 (112,200 + 116,800)
Study A: 27.2 gallons/person based on entire population

Study B: Population Age 21 and over for K and S for 1990 (75,200 + 85,300)
Study A: 39.4 gallons/person based on 21 and over

Tax Paid Method:
Study E (taxes paid) for 1987 and 1988: $287,980 and $306,000

2. Fixed Costs: The next step is to calculate the fixed cost for the first year (1990) using the following information. Keep in mind that the...

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