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 in Q1 2007. A premium light beer will not only capture a new demographic by extending the MM Lager brand, but will steadily and profitably replace the 2% annual decline in Lager revenue. (See exhibit
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of Contents What is the current situation? 2 What has made MMBC successful & distinguishes it? 2 What enabled MMBC to create such a strong brand? 3 What has caused MMBC’s decline in spite of its strong brand? 3 Should MMBC introduce a light beer? 4 Is MM Light financially feasible for MMBC? 5 Break-Even Point (BEP) Analysis 6 MM Lager Cannibalization 6 MM Light Marketing Strategies 7 Exhibit 1 – SWOT Analysis 9 Exhibit 2 – Financial Data and Assumptions 10 Exhibit 3 – Break-Even Point
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New Belgium Brewery is the 3rd largest craft brewery and the 8th largest overall. Annual production of beer is less than 6 million barrels. Currently New Belgium sells beer in 31 states and the District of Colombia. In 2013 they began shipping to Alaska and Louisiana and Florida is soon to follow. They have seen consistent growth year over year. In 2006 NBB produced 437,000 barrels of beer. In 2011 the company produced 713,000 barrels. The company waste diversion efforts are paying off. In
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one-fifth of the gross domestic product of Canada. This being said, The Air Canada Center sells Molson Canadian rather than Labatt at hockey games. There are 18,800 seats at the Air Canada Center, and say at least 16,000 people purchase at least one beer, which costs $8.00, that is $128,000 in sales that Labatt
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The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In
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PORTER’S FIVE-FORCES MODEL FOR ANALYSIS Pressure from Buyer Bargaining Power--High The three components that make up the “buyers” of beer are made up of distributors/wholesales, retailers/restaurants, and consumers. Distributor/wholesalers embody an essential link in the market channel for breweries here in the US given regulations prohibiting the sale of beer directly to both retailers and consumers. Thus, distributors/wholesalers have quite a bit of bargaining power and can impact market share
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Overview * First GB brewery restaurant in July 1988 in Palo Alto, California * $ 20 mn company – 5 locations- small retail beer biz * Aim to open 20 restaurants by 1999 & expand brewing biz- required additional funding and expertise Steps taken * Approached Lorenzo Fertitta and his advisors in SF. Why him?? * Background in food and beverage; so instant expertise and value add * Stellar reputation in Las Vegas * Sophisticated, one stop investor that provided
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actually purchase the distribution rights and fund any necessary start-up costs * After a year or two Coors can achieve the relatively same market share in DE that it has nationwide (8.9%) * While seen as a more premium and better tasting beer than segment leader Budweiser, Coors will need to enter the market at a comparable price to Budweiser (at par or a little higher than). For the sake of this case we assumed a similar price for wholesale distribution of $3.29, which could potentially
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different industries. When the Molson Inc. and Coors merged in 2005, they began to focus on one main product, Beer. This report will include a background of Molson Coors Brewing Company, a SWOT analysis, Porters Five Forces and a Life Cycle Product analysis on two of their products. Overview of Company Background of Molson Coors Brewing Company Molson Coors is has been manufacturing beer for more than 350 years. They are currently involved in all aspects of the production process, including; manufacturing
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PORTER’S FIVE-FORCES MODEL FOR ANALYSIS Pressure from Buyer Bargaining Power--High The three components that make up the “buyers” of beer are made up of distributors/wholesales, retailers/restaurants, and consumers. Distributor/wholesalers embody an essential link in the market channel for breweries here in the US given regulations prohibiting the sale of beer directly to both retailers and consumers. Thus, distributors/wholesalers have quite a bit of bargaining power and can impact market share
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