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What are the general categories of capital budget scenarios? describe the overall decision-making context for each.

Anheuser-busch inbev is considering you for an entry-level brand management position. you have been asked to prepare an analysis of the u.s. craft beer industry as part of the selection process. prepare a 3-5 page report that includes a description of the industry’s strategically relevant macro-environmental components, evaluates competition in the industry, assesses drivers of change and industry dynamics, and lists industry key success factors. the company’s management also asks that you propose the basic elements of a strategic action plan that will allow the company to improve its competitive position in the market for craft beer. you must provide a heading in your report for each of the required elements of the assignment.

The expression "there's no such thing as a free lunch" means if one person gains, someone else must lose. each person must pay for exactly what he or she receives. the use of resources to produce a good has an opportunity cost because of scarcity. you cannot have a free lunch at the expense of someone else.