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Final Report

Section: MRK 428 MT
Professor: Steven Litt
Jong Woo Kim (Ted)
Hyosuck Kim
Kyunghoon Kim (Kimmy)
Yun Sung Bang (Andrew)

I. Situation Analysis
A. The Internal Environment
a) Review of marketing goals and objectives
Identify the firm’s current marketing goals and objectives. * To attract younger and non-loyal customers by launching Mountain Man Light * To maintain the core customer’s brand loyalty without diluting the brand equity of Lager while introduce Mountain Man Light * To overcome the experience of 2% declining revenue through surpassing competitors

Explain how these goals and objectives are being achieved. * These goals and objectives will be achieved by understanding recent trends in what younger drinkers prefer to drink, such as light beer. The main reason is that the young population has increased, and they are currently the main customers in the beer industry compared to the older generation that is over 45 years of age. However, middle age groups are still loyal customers of Mountain Man Lager and help contribute to its revenue. It is an important factor for MMBC to hold loyal customers because it will prevent declining revenue and brand equity. Furthermore, to attract not only younger drinkers but also its core customers MMBC would benefit from introducing a more affordable price when launching the new light beer product. This will boost the sales of light beer as well as balance the age group between younger and older drinkers.

Explain how these goals and objectives are consistent or inconsistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment. * Their goals and objectives are consistent with recent trends in the external environment and in the customer environment. MMBC must have a strong marketing strategy and plan to: catch current customers’ eyes in addition to meeting the customer’s wants, increasing total revenue, maintaining the company’s current brand equity, and changing the product style towards today’s demands while keeping the core brand. b) Review of current marketing strategy and performance

Describe the firm’s current marketing strategy with respect to products, pricing, distribution, and promotion. Which elements of the strategy are working well? Which elements are not? * Products: Mountain Man Lager has dark colour and is well-flavoured as a bitter-tasting beer by using a meticulous selection of rare, Bavarian hops and unusual strains of barely, which creates good quality and the unique taste, and packing in a brown bottle with its original designed logo of a crew of coal miners on the front bottle. * Price: Mountain Man Lager has sold for $2.25 for a 12-ounce serving draft beer in a bar and $4.99 for a six-pack, which is similarly, offers with its competitors such as Miller and Budweiser; however, below specialty brands such as Sam Adams. * Place (distribution): MMBC has distributed its lager beer in Illinois, Indiana, Michigan, Ohio and West Virginia area. West Virginia is the best market share for 50 years and MMBC shares its beer with an old school and regional brewery and off-premise locations in many different states. * Promotion: MMBC did not spend much money on advertising compared to other competitors. However, MMBC heavily believed in word of mouth that people spread out the message of beer quality to others. On the other hands, other competitors spent much money and used lifestyle advertisements to draw attention from not only older drinkers but also younger drinkers. * MMBC`s revenue has started to decline 2% since 2005 due to the old marketing mix until now although time and market circumstance has been changed. Furthermore, MMBC wasn’t able to spend as much amount of money on advertising as competitors did. That is why MMBC cannot hold its marketing mix and needs to implement new marketing...
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