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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marketing operations of the Mountain Man Beer Company‚ a family-owned business he stands to inherit in five years. Mountain Man brews just one beer‚ Mountain Man Lager‚ also known as "West Virginia ’s beer" and popular among blue-collar workers. Due to changes in beer drinkers ’ taste preferences‚ the company is now experiencing declining sales for the first time in its history. In response‚ Chris wants to launch Mountain Man Light‚ a "light beer" formulation of Mountain Man Lager‚ in the hope of attracting
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Dickinson BUS 656 Case Write up #2 Mountain Man Brewing Company Problem Statement Mountain Man Lagers main customer is an older generation‚ blue-collar worker‚ which make up a larger percentage of the sales. In 2005 sales have dropped 2% relative to the prior fiscal year. The cause is from a stiffening competition‚ a market that is maturing and new products. All of these factors are stealing the customers from the Mountain Man Brewing Company (MMBC). The light beer market is starting to attract younger
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perspective on this subject of light beer versus full flavor beer is an on-going argument that all beer drinkers have taken part in at one time or another. Once the truth had been discovered about light beer in this age of staying slim‚ many have traded in their full flavor beer for the light beer. One might bring into question the subject of such trivial importance‚ but one would think that if people cannot openly discuss a subject as trivial and inconsequential as beer‚ then how could they be expected
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Managerial Analysis Mountain Man Brewing Company Goes “Light” 12/13/2010 Mountain Man Brewing Company Nicole Fiamingo Company History Mountain Man Brewing Company was established in 1925‚ and since then has come to be known as “West Virginia’s Beer”. In 2005‚ despite a 2% drop in annual sales they sold approximately 520‚000 barrels and reported revenue close to $50‚000‚000. Mountain Man Brewing Company’s average consumer is male‚ above the age of 45 and typically in the middle-to-lower
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Mountain Man Brewing Company was established as a family concern in 1925 in West Virginia by Guntar Prangle. The company brewed single-product beer‚ Mountain Man Lager‚ which won “best beer in West Virginia” and was elected as “America’s Championship Lager”. Mountain Man Lager featured quality‚ bitter favor and slightly higher-than-average alcohol content that uniquely contributed to the company’s brand equity. Mountain Man was a local market leader and distributed its lager in several states outside
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marketing operations of the Mountain Man Beer Company. This is a family-owned business that he’s going to take a hand on in 5 years. Mountain Man brews just one beer which is Mountain Man Lager‚ also known as "West Virginia ’s beer" and popular among blue-collar workers. Mountain Man Lager is a beer known for its authenticity‚ quality and toughness. It had a distinctive bitter flavor‚ slightly higher than average alcohol content and was considered a strong working man’s beer. Beer had certain awards as
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MKTG324 Wenjing Xu Mountain Man Brewing Company Case Analysis Company Overview Mountain Man Brewing Company produces Mountain Man Lager; the most authentic regional beer for working class East Central Americans‚ among all premium domestic beers‚ because of its distinctive quality‚ bitter flavor‚ slightly higher than average alcohol content and competitive price . MMBC targeted its product toward the middle-aged blue collar worker in the East Central region. MMBC’s strategic focus on this
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------------------------------------------------- Case 2: Mountain Man Brewing Company Prepared for: Marketing 181 Date: February 9‚ 2011 ------------------------------------------------- Question 1: There are many factors that have enabled MMBC to create a strong brand. These include: taste‚ perceived quality‚ image‚ tradition‚ and authenticity. Taste is achieved through a selection of rare Bavarian hops and unusual strains of barley creating a defined Mountain Man quality. In addition‚ Mountain Man Lagers’ distinctively
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YaeNa Yoon MKT 201 Case Study #1 Mountain Man Beer Company (MMBC)’s representative beer: Mountain Man Lager‚ is made based on unique and old family recipe. The target of Mountain Man Lager is old males who are working class‚ so called blue collar. The taste is bitter‚ and in contains higher alcohol than other brands. Mountain Man Lager was priced $2.25 for a 12-ounce of draft beer in a bar and $4.99 for a six-pack in a retail store. It was sold at the similar price range which premium domestic
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