Marketing manager at South African Breweries, Trevor Hughes, investigated how best, to meet the needs of both an established, sophisticated market and, at the same time, the markets in townships and rural areas. He had hired a consultancy firm which had not produced results. He wanted to prevent a repeat failure. A number of dilemmas had to be addressed to ensure ‘value for money’. Hughes pondered over which firm he should hire, wondering whether he should give preference to a local firm, or an international one that had a long working history with SAB. How could he measure success?