Mountain Man Brewing Company

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Mountain Man Brewing Company

|NUS |
|MKT4415B |
|Mountain Man Brewing Company: Bringing the Brand to Light |
| |
|Nur Azlyn bte Mohd Khalid |
|2-Nov-2011 |
|Prepared for: Dr Chng Peng Sim |

|Examining the issue of product development and its cost-benefit analysis |

Table of Contents

1. INTRODUCTION 3 1.1 Defining the Problem …………. 3 1.2 The Beer Industry – East Central Region 4 2. COMPANY ANALYSIS- MMBC 5 2.1 Current Marketing Strategies of MMBC 5 2.2 SWOT Analysis 6 3. MOUNTAIN MAN LIGHT ………… 7 3.1 Reasons for / against Mountain Man Light.................... ……………………………. … 7 3.2 Financial Projections – Status Quo & Brand Erosion Scenarios .…………………….… 8 3.3 Evaluation of Financial Projections – Status Quo & Brand Erosion Scenarios ….…… 10 3.4 Financial Projections – Break-Even Analysis ......………………………………….… 11 3.5 Financial Projections – Net Marketing Contributions Approach …… ….. …………. 12 3.6 Evaluation – Decision For / Against the Launch of Mountain Man

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