Case Teaching Package
A case teaching package is available for this case. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.

Length
This case is 12 pages in length and its case teaching package is 6 pages.

Abstract

Rick Bahlinger has the job of marketing his company's microbrews in the Tulsa market. Lacking advertising dollars, he has used a number of public relations methods to gain exposure to his T-Towne Red and T-Towne Lager Ale. After being in operation since January, 1995, T. Paul's Beer Company has not turned a profit and Rick is thinking about either line extensions or opening new markets.

Linkages to Textbooks or Journal Articles/Fit Within a Course

This case can be used at the graduate and undergraduate level in marketing management courses and perhaps courses in small business management dealing with entrepreneurial start-ups. As a case dealing with the beer industry, it can be used as part of a longer series of cases on the beer industry or as a stand-alone case dealing with the industry's microbrew segment.

Study Questions

1. What factors have given rise to the beer industry's microbrew or craft-brew segment? In your opinion, how enduring are these factors?
2. What type of environmental scan did T. Paul Eagleton engage in before deciding to introduce a microbrew to Tulsa? What particular skills does it appear he possesses and what skills does it appear he lacks?
3. What is the nature of the marketing and market research performed by Rick Bahlinger? Does this type of research provide him with the type of information his company needs?
4. Based on the Tulsa market's demographic characteristics, what are the prospects for a "home grown" microbrewer? Does the fact that little lo-cal competition exits indicate favorable or unfavorable prospects for T-Towne Red and T-Towne Lager?
5. What were the advantages and disadvantages of introducing a red beer as the company's first product?
6. What strategy is Rick Bahlinger attempting to implement when he tries to distribute his T-Towne beers in the Kansas City and Dallas areas? What other strategies for increasing his company's sales are available to him? Rank and discuss those strategies based on your opinion regard-ing their chances of being successful.

The downloadable file for this case is in Microsoft® Word 97 for Windows®.

If you do not have Microsoft Word, you can download the free Microsoft® Word Viewer 97 right here:   For Windows 3.x   For Windows 95

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