Mountain Man Brewing Company Essay
Case Analysis
Mountain Man Brewing Company
Problem Definition
Mountain Man Brewing Company (MMBC) has enjoyed being in top position in premium beer segment for the past fifty years and are now facing a 2% decline in revenue whilst a change in leadership infuses new energy to bring a change in their product line. Chris Prangel, son of the retired president and owner of MMBC faces the challenge of successfully implementing a marketing strategy to introduce a ‘light’ beer; in a growing beer segment, as maintaining status-quo would no more be an option to sustain their existing position in marketplace in the next five years.
Analysis
Strengths
Mountain Man Brewing Company was known as the “Best Beer in West Virginia” because of its flavor and distinctive bitter taste; additionally, it was selected as “America’s Championship Lager” at the American Beer Championship in 2005. Also, it had held the top market position in the lager market in West Virginia for almost 50 years. As a result, Mountain Man succeeded at the beer market by earning over $50 million and selling over 520,000 barrels of Mountain Man Lager beer within the West Central region. Mountain Man had high brand awareness, and it was especially recognizable among working-class males in the East Central …show more content…
Moreover, Mountain Man targeted on only one segment, the blue-collar men who are mid-age and above. Although its core consumers love Mountain Man Lager, the market product preference had changed to light beer instead of traditional beer; therefore, Mountain Man Lager was rated very low as a purchasing preference. Unlike many other major beer producers, Mountain Man did not have any advertisement; in fact, it relied only on word of mouth. Mountain Man might not have enough money to launch Mountain Man Light that follows the modern
Mountain Man Brewing Company
Problem Definition
Mountain Man Brewing Company (MMBC) has enjoyed being in top position in premium beer segment for the past fifty years and are now facing a 2% decline in revenue whilst a change in leadership infuses new energy to bring a change in their product line. Chris Prangel, son of the retired president and owner of MMBC faces the challenge of successfully implementing a marketing strategy to introduce a ‘light’ beer; in a growing beer segment, as maintaining status-quo would no more be an option to sustain their existing position in marketplace in the next five years.
Analysis
Strengths
Mountain Man Brewing Company was known as the “Best Beer in West Virginia” because of its flavor and distinctive bitter taste; additionally, it was selected as “America’s Championship Lager” at the American Beer Championship in 2005. Also, it had held the top market position in the lager market in West Virginia for almost 50 years. As a result, Mountain Man succeeded at the beer market by earning over $50 million and selling over 520,000 barrels of Mountain Man Lager beer within the West Central region. Mountain Man had high brand awareness, and it was especially recognizable among working-class males in the East Central …show more content…
Moreover, Mountain Man targeted on only one segment, the blue-collar men who are mid-age and above. Although its core consumers love Mountain Man Lager, the market product preference had changed to light beer instead of traditional beer; therefore, Mountain Man Lager was rated very low as a purchasing preference. Unlike many other major beer producers, Mountain Man did not have any advertisement; in fact, it relied only on word of mouth. Mountain Man might not have enough money to launch Mountain Man Light that follows the modern