1. What have been the marketing reasons why MMBC has had a good response from the marketplace over a long period of time?
2. Identify two alcohol drinking segments in MMBC's market and identify what you think could be the (a) Needs and (b) Wants of each.
3. What are some of the rMBAs of MMLager? If MMBC introduced a Light beer, what would you suggest it be called, why?
4. What are some other overall strategies that MMBC could explore to grow sales volume and briefly explain on what marketing reasons or basis you suggest these?

2000 words (maximum but less is fine) excluding: The Executive Summary, Contents page and any Appendices;
Your Report could be structured along the following lines and in this sequence:
• A half page Executive Summary that summarises the overall situation and what you recommend (tip: write this last)
• A Contents Page/Listing and page numbers
• A short Introduction that outlines the structure of your Report
• A series of Sections each dealing with one of the set questions
• A short Conclusion section - optional
• Any Appendices or References you may want to cite

Market: • Premium beer - decline by 4% • Light beer - increase by 4% • 13% of total market are ages 21-27 • Account for 27% of consumption • Have not established brand loyalty • 50.4% preference for light beer • 60-70% of Mountain Man Lager consumed off-site
Strategy:
• Remain faithful to core base - ensure quality beer of 80 years remains • Reach new generation of loyalty - by introducing: • Mountain Man Light
Financial:
• 2005 net income after taxes $3,114,670 • Limit loss of lager sales by 1% • Capture 5% of light market with 1.5% annual increase

• 13% of total market are ages 21-27 • Account for 27% of consumption • Have not established brand