Discuss the following questions in 3~5 pages (Times new roman 11pt, 1inch margin, 1.5 spaced)

– 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 researchtaste 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 insure that you really help Boston Beer management?