1a. What is Chris considering doing and what factors will he have to align to be successful? Chris is considering the production of a light beer for Mountain Man Brewing Company as a way to compensate for the recent decline in sales and increase in the market for light beer sales. How can the production of a light beer appeal to a younger demographic. What about their light beer will be different from competitors. How much is this new product going to cost and how will he go about launching the new product. How long is it going to take before the company begins to break even and then make a profit?
1b. What goals should MMBC(Chris) have?
Chris should find ways the increase the revenue of the company without taking away from the Mountain Man Brewing brand image or loosing its current consumers.
2. What has made MMBC successful?
The company has stayed true to its core customer base. Its product focuses on quality.
2a. What is distinctive about MMBC's products?
Mountain Man Lager is produced by an independent family owned brewery producing a lager with a distinct bitter flavor. Its lager has a higher alcohol content than its competitors. It is a regional favorite.
2b. What is distinctive about MMBC's customers?
Mountain Man Brewing Company has a main customer base that consists of blue-collar working class males ages 45-54. The consumer of the lager are brand loyal.
2c. How is MMBC's promotion different and effective?
Traditional advertising was not used to promote its products instead the company focused on grass roots marketing as a means of advertising the brand. By using this method the brand focused on local marketing activities thus making the brand more personable to the consumer.
3. What about these enable MMBC create such as a strong brand? These blue-collar consumers have a strong association with the brand and tend to be loyal to the company. They most likely loyal because of the image portrayed, the taste and availability of the...
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