2. Discuss the following questions in 3~5 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?