Mountain Man Brewing Essay

2261 words - 10 pages

MMBC |
Mountain Man Brewing Company: Bringing the Brand to Light |
Marketing 6520: Case Analysis |
|
EMBA id: 005814399 |
2/23/2013 |

|

Solution Proposal
Chris Prangel is preparing to inherit a multi-generational business and wanted to explore the implications for expanding beyond Mountain Man Brewing Company’s (MMBC) one product offering-Mountain Man Lager. After reviewing MMBC’s current state of affairs and analyzing it with different marketing tools and financial forecasting, I recommend that MMBC move forward with a premium light beer product, start research and development on a recipe and retain a marketing firm to help build brand awareness in 2006 and launch ...view middle of the document...

I’m not suggesting MM Lager is in the declining stage of the life cycle, sales are falling due to increased competition from imports, wine, and changes in consumers drinking preferences. According to the SWOT analysis, having only one product is the biggest weakness and diversifying into light beer would allow MMBC to capture the growing opportunity in light beer consumption. To support this thesis, consider the facts. The beer industry is experiencing an annual consumption decline of over 2% and the light beer segment has grown market share from 30% in 2001 to over 50% by 2005 with a CAGR of 4%. In addition, diversifying MMBC’s portfolio and adding the premium light beer strategic business unit would allow it to capture the taste preferences of the younger generation, especially those who haven’t built loyalty to a specific brand.
There are various levels of assumed risk when developing and launching a new product line and MMBC isn’t immune to this. Senior management believes the light beer line will cannibalize between 5% and 20% of Lager sales and more importantly management doesn’t want to erode or “turnoff” it’s loyal customer base during the initial positioning of the light beer product. Since MM Lager is an empire brand, boasting and industry high 53% loyalty rating, these risks can be mitigated by leveraging the brand equity built over 80 years and extending the brand name to Mountain Man Light. I’m making assumptions and taking cue from the popularity, research, and capital spent by Budweiser (Bud Light), Miller (Miller Lite), and Coors (Coors Light) when branding their light beer lines.
Since the beer market is heavily saturated, developing a competitive marketing strategy is my next area of focus. The National light beers have done fantastic job marketing to the younger generation wanting a less bitter beer and to women. My strategy would make a distinction not only with the national and regional brewers, but with the original recipe. Mountain Man Brewing is known for producing a high quality, premium lager and I would make certain MM Light isn’t some cheaply produced and labeled version of the lager weakening the core product and setting up the light beer for failure. MM Light would segregate and position itself as a small-batch premium light beer; nearly identical on how craft beers position themselves. Additionally, I would leverage the independent status of the Mountain Man brand and popular anti-big business aura.
The segments of the market I would plan to target are the wealthy under forty-five adventurous, backpacking crowd, and women that would appreciate a premium light beer promoting this lifestyle. Additionally, targeting first time drinkers would be secondary. This type of specialized segmentation is psychographic as we would base attitudes and lifestyle to shape purchasing preference. The light beer product would be priced identical to MM Lager, maintaining consistency and consumers perceive quality with...

Other assignments on Mountain Man Brewing

My Dream Job Essay

3182 words - 13 pages many authentic Yixing teapots. Gong fu brewing is available on request. There are green teas, white teas (all available varieties), Assams, oolongs, and Jasmines in addition to some of the more common black teas. The tea will be decaffienated by request. An artist's rendering of my business. The diner's hopping with music, but it's not the typical rotation of country & western and oldies. A little further back in the shop is a live DJ

My Dream Job Essay

3198 words - 13 pages offers a wide variety of loose teas for the connoisseurs, served in one of many authentic Yixing teapots. Gong fu brewing is available on request. There are green teas, white teas (all available varieties), Assams, oolongs, and Jasmines in addition to some of the more common black teas. The tea will be decaffienated by request. [pic] An artist's rendering of my business. The diner's hopping with music, but it's not the typical rotation of

Network Structure And Inter-Organizational Knowledge Sharing Capability

4801 words - 20 pages Network Structure and Inter-organizational Knowledge Sharing Capability ABSTRACT This paper examines how the structure of a supply network can affect the inter-organizational knowledge sharing capability, which is expressed by absorptive capacity and shared identity. The supply network structure is analyzed by two dimensions – formality and centrality. Propositions about the relationships between network structure and knowledge sharing

Hrm Commitment

1563 words - 7 pages him to build the virgin empire and now he is one of the richest man in the world. Controlling the absenteeism is the objective of nearly every business organization and the phrase commitment is regularly used by HRM practitioners in order to control the absenteeism, In this essay I will explain the above statement in more details and also provide the evidence to support it. The question arises here why absenteeism is

Appedix C

295 words - 2 pages Associate Level Material Appendix C Psychotherapy Matrix Directions: Review Module 36 of Psychology and Your Life. Select three approaches to summarize. Include examples of the types of psychological disorders appropriate for each therapy. {Psychodynamic Approaches} {Behavioral Approaches} {Cognitive Approaches} Summary of Approach Psychodynamic approaches involve seeking out unresolved past conflicts and unacceptable impulses from the

A Horror Show At The Cinemaplex

1150 words - 5 pages /2008/01/the-five-competitive-forces-that-shape-strategy/ar/1 Movie-Theater Owner Tries to Justify $4 Fountain Sodas http://moneyland.time.com/2012/03/19/man-sues-movie-theater-for-charging-too-much-for-fountain-sodas/#ixzz1x4aPsncJ How Movie Distribution Works http://entertainment.howstuffworks.com/movie-distribution1.htm A New Concept: The Theater Near (For) You http://www.stealingshare.com/pages/A%20New%20Concept:%20The%20Theater%20Near%20(For)%20You%20.htm Video on demand a threat to movie theatres http://www.toronto.com/article/709159--video-on-demand-a-threat-to-movie-theatres

Julia's Food Bo0Th

1381 words - 6 pages Julia’s Food Booth A.Formulate and solve an L.P. model for this case. Decision Variables | X1 | # of Pizzas | X2 | # of Hotdogs | X3 | # of BBQ Sandwiches | Objective Function |   | X1 | X2 | X3 | Selling Price | $ 1.50 | $ 1.50 | $ 2.25 | Cost | $ 0.75 | $ 0.45 | $ 0.90 | Profit | $ 0.75 | $ 1.05 | $ 1.35 | Maximize total profit Z=$0.75X1+$1.05X2+$1.35X3 Budget Constraints

Types Of Business (3)

2086 words - 9 pages Types Of Business There are many different advantages and disadvantages of different types of ownership within the business sector. Before you start you’re new or expanded business plans. You need to explore all the options available to you. Will you be a Sole Proprietor or a Corporation or everything in between? The following report will examine six different business organizations in detail. Sole Proprietorship: is when the business is

Stuff

1051 words - 5 pages FP/101 FOUNDATIONS OF PERSONAL FINANCE Start Date: 04/23/2012 Print COURSE DESCRIPTION This course provides an overview of the elements necessary for effective personal financial planning and the opportunity to apply the techniques and strategies essential to this understanding. Primary areas of study include creating and managing a personal budget, understanding and paying taxes, working with financial institutions, wise use of credit cards

Organizational Design

1022 words - 5 pages 1 What can companies do to protect themselves from legal action with regard to ageism? On one hand, company can draw up workplace policies to avoid any inference of age discrimination in organizations management by legal adviser. When some policies are ruled by law in organizations, those who are 50 years of age or older have the job chances as same as young people. So that facing ageism problem, it can guarantee that the internal

Organizing Reaction Paper

653 words - 3 pages Organizing Reaction Paper Shelia M. Reed MGT/330 June 6, 2012 Karen Abron The Organizing function follows the planning process and brings the organization’s resources together (Bates & Snell, 2009). These resources include such things as Physical Assets, Monetary Assets, Human Resources, Knowledge, and Technology (Bates & Snell, 2009). Managers have the responsibility of pinpointing resources

Similar Documents

Study Of Mountain Man Brewing Case

1260 words - 6 pages | | | Study of Mountain Man Brewing Case | Student Name Institution Name Date By the year 2005, the barrels that mountain man lager sold were well over 520,000 barrels. This translates to the brand receiving revenue of slightly above $50 million. The beer also holds a respectable market share and a top market position in West Virginia for a period of 50 years and also the states it is distributed in. the revenues recorded however

Mmbc Essay

829 words - 4 pages MMBC Case Analysis Mountain Man Brewing Company Case Analysis Mountain Man Brewing Company (MMBC) is a beer brewer and has so far sold just one brand under its brand called the Mountain Man Lager. The management is deciding to extend its product brand and introduce a Light Beer called Mountain Man Light. In the do-nothing scenario, MMBC projections are: Sale Projections 2005 MMBC Lager Profit Margin 6.2% 5.9% 5.6% 5.3% 5.0% 4.7% 2006 2007

Black And Decker Essay

1548 words - 7 pages product categories? Case 5: Wednesday, December 5, 2012 Preference # __________(1-5) “Mountain Man Brewing Company: Bringing the Brand to Light” Harvard Business School Publishing, Product Number 2069, May 28, 2007 Explores the interesting and often risky “Brand Line Extension” situation. “Mountain Man” Lager has a strong local following in the New River coal region of West Virginia. Blue Collar. “Working Man’s Brew.” Well

My Dream Job Essay

3198 words - 13 pages offers a wide variety of loose teas for the connoisseurs, served in one of many authentic Yixing teapots. Gong fu brewing is available on request. There are green teas, white teas (all available varieties), Assams, oolongs, and Jasmines in addition to some of the more common black teas. The tea will be decaffienated by request. [pic] An artist's rendering of my business. The diner's hopping with music, but it's not the typical rotation of