| | | | | | | | | | | | | | | | | | Mountain Man Brewing Company | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Financial Projections | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | 2005 | 2006 | 2007 | 2008 | 2009 | 2010 | Assumptions | | | | | | | | | | | Revenues from MM beer | $50‚440‚000.00
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* Marketing Management Chapters 14‚ 15 and 16 * Case: Mountain Man Brewing Company Questions: 1. What has made the Mountain Man Brewing Company successful? What is distinctive about MMBC’s product‚ customers and brand equity? Product Mountain Man had high quality product. Those attributes included the smoothness‚ percentage of water content‚ and drinkability. The beer it produced was flavorful and bitter-tasting. Mountain Man had a well-known reputation as quality bee throughout
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Bringing the Brand to Light Competitive Advantage Mountain Man Brewery Company (MMBC) at the time the case was written is an 80-year old‚ regional‚ family-owned brewery that produced one product: Mountain Man Lager. It is distinctive because it has a core target market of males from the middle to lower income range‚ aged 45 or older. It only has one product‚ Mountain Man Lager‚ versus its competitors which have a variety of options. One of the key features of MMBC is its image‚ in which it is
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Harvard Case Study Analysis What is an ANALYSIS? analysis Function: noun Inflected Form(s): plural analy·ses \- s z\ Etymology: New Latin‚ from Greek‚ from analyein to dissolve (from ana- + lyein to loosen‚ dissolve) + -sis -1 : separation or breaking up of a whole into its fundamental elements or component parts 2 a : a detailed examination of anything complex (as a novel‚ an organization‚ a race) made in order to understand its nature or to determine its essential features : a thorough study
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the Mountain Man Beer Company wanted to launch Mountain Man Light‚ a light beer formulation of Mountain Man Lager with the hope of attracting younger consumers to the brand. Chris wanted to do this because:- a) In the previous 6 years the light Beer sales in USA has been growing at compound annual growth rate of 4% while traditional premium beer sales have been declining at the same rate. b) Mountain Man beer’s prime product was Mountain Man Lager
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Elodie Campillo Stéphane Dumiot Brunswick Adrien Julien Gravaud Mountain Man Brewing Company: Bringing the brand to light Introduction: Mountain Man Beer’s Success: The United States is the largest beer consumer in the world with the East Central region having sales of 18.3%. Mountain Man Brewing Company is a family owned brewery located in West Virginia that has been strong presence as lager brand in this region since its establishment in 1925. Ever since‚ it has marketed towards
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1. Evaluate the attractiveness of the light beer segment for Mountain Man Brewing Company using the three targeting criteria we discussed in class. The three targeting criteria for points of parity and differentiating are Potential‚ fit and defensibility. Potential means the firm’s ability to tap into market; Fit means the match between the market and the firm’s capabilities. And defensibility means how well company can define its position. Potential: Overall‚ the light beer segment has tremendous
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Mountain Man Brewing BADM 5400 10/16/2013 1. What is Chris considering doing and what factors will he have to align to be successful? What goal should MMBC (Chris) have? Chris is not happy about the declining sales that Mountain Man Beer Company (MMBC) is beginning to witness for the first time in their history. He wants to reverse the situation and keep the brand a regional leader in the U.S. East Central Region. He would like to launch Mountain Light beer with the hopes
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MOUNTAIN MAN BREWING CASE WRITE-UP Problem Statement: Mountain Man Brewing (MMB) has been successful with only one beer‚ Mountain Man Lager‚ but consumption has decreased. The decrease in sales for this beer has caused a decrease in profits‚ since it is their only product. Mountain Man needs to consider a change in their positioning strategy to increase sales and profits to keep the business successful. Alternative #1: Create‚ promote and sell Mountain Man Lager Light Pros: It gives
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Situation Analysis A) Internal environment General characteristics: Mountain Man Lager is a family owned brewing company‚ and is known as West Virginia’s beer. Change of CEO‚ as the founder and president Oscar Prangel retires‚ leaving the company to his son Chris Prangel. Due to changes in beer drinker’s preferences‚ the company is experiencing a decline in sales for the first time in the company’s history. Mountain Man’s 2005 revenues are down by 2% relative to the prior year‚ while
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