You have started a new job. Your new Boss Ms. Scoop wants to better understand where they stand in the marketplace in comparison to the competitors. She has been shown Sales numbers, so she understands were the company ranks in terms of Dollar and Unit Sales. She thinks there must be a deeper way to evaluate the market than just on top-line sales. She comes to you and asks if you know of any way to evaluate your company in compared to competitors and customers use of your product. She has come back with updated data with Percentages, see table below.

A: There has been researched into the Light Beer Market. Customers have some Brand Loyalty but will drink other Light Beers. Your Boss wants to better understand the Light beer Market.

USA Adults Population over 21-197 million

USA Adults Population over 21 that purchased Light beer in the last month 33.21 million

USA Adults Population over 21 that purchased Light beer in the last month by Brand

• Bud Light = 16.23 million
• Coors Light = 12.6 million
• Miller Light = 11.21 million
• Michelob Ultra Light = 9.32 million
• Natural Light = 4.56 million
• Busch Light = 3.42 million
• Miller High Life = 3.18 million
• Total = 60.52 million

1. What percentage of people in the USA purchase Light Beer

2. What percentage of USA Adults Population over 21 purchase the Brands Natural Light and Busch Light.

3. What percentage of USA Adults Population over 21 that purchased light beer in the last month consumers purchase Coors Light and Natural Light.

4. What is the Penetration Share for Coors Light, and Busch Light. Your boss only considers people who drink beer to be a Relevant Market population.

B: Consumers who bought Bud Light also bought other beers. Bud Light customers purchased a total of 24.52 million in Light beer.

1. What Share of Revenue (Sales) do Bud Light customers spend on Bud Light Beer.

2. What Percentage of Sales Do they spend on All other Light Beer.

U.S. beer market: leading domestic beer brands 2017, based on sales Bud Light Coors Light Miller Lite Budweiser Michelob Ultra Light Natural Light Busch Light Miller High Life Busch Keystone Light Blue Moon Belgian White Ale Yuengling Traditional Lager Bud Light Lime Pabst Blue Ribbon Coors Natural Ice Bud Light Platinum Lager Samuel Adams Seasonal Sierra Nevada Pale Ale Leinenkugels Shandy Seasonal Total Sales $2,031 $1,065 $ 899 $ 718 $ 632 $ 336 $ 322 $ 196 $ 195 $ 160 $ 164 $ 150 $ 119 $ 128 $ 125 $ 98 $ 84 $ 81 $ 76 $ 70 $7,648 18.4 in % 9.6 in % 8.1 in % 6.5 in % 5.7 in % 3.0 in % 2.9 in % 1.7 in % 1.8 in % 1.5 in % 1.5 in % 1.4 in % 1.2 in % 1.1 in % 1.1 in % 0.9 in % 0.8 in % 0.7 in % 0.7 in % 0.6 in %