Problem: Mountain Man Brewing Company (MMBC) was founded in 1925 by Chris Prangel’s father with one flagship brew, Mountain Man Lager. For the first time in its history, the brewery is facing declining sales. In light of this decline, Chris Prangel, a second generation brewer, is considering launching Mountain Man Light beer. The light beer market has experienced a 4% annual growth over the past six years and represents an opportunity to boost sales by entering a previously untapped market.
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Bringing the Brand to Light MOUNTAIN MAN BREWING COMPANY CASE ANALYSIS Pei-Chi Lee Rahul Lakhanpal Feridun Sarihan Saim Onur Tamer Weiqiong Vivi Zhuang March 29th, 2011 Problem Definition Facing decline in annual sales, changes in beer drinker’s preference and continuous growth in light beer sales in the whole beer industry, Mountain Man Brewing Company (MMBC) is standing at a crossroad as to whether or not introduce Mountain Man Light to expand consumer demographic into younger consumer
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Case Study: Mountain Man Brewing Company Situation/Background Analysis: Mountain Man Brewing Company (MMBC), located at West Virginia State, was a family-owned beer company, which possessed respectable market shares in the Central East beer region of the United State. Thanks to the unique bitter flavor and the high quality of its only product -- Mountain Man Lager, which was selected as the “Best Beer in West Virginia” and “America’s Championship Lager” recently, the small company gained a national
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What has made MMBC successful? The company has stayed true to its core customer base. Its product focuses on quality. Brand Loyalty Older working class, blue collar Effective marketing Sales team - "Grass roots" marketing 70% consumed at home higher alcohol % Since 1925, this traditional and regional family owned brewery has cultivated its brand loyalty by sticking to its core customer base, offering to them an attractive product and offering them a brand building product with great price
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MOUNTAIN MAN BREWING COMPANY Bringing the Brand to Light CASE STUDY ON BRAND MANAGEMENT AND PRODUCT INTRODUCTION Mountain Man a well-known brewing company is planning to introduce a new product line of beers. This case analysis and decides whether Mountain Man should go with its product introduction or not considering its financial health and brand value. Narendhiran S 2012H149236P 1. INTRODUCTION Company: Mountain Man Brewing Company is a family owned brewery located in West Virginia,
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Mountain Man Brewing Company Case Report Company Overview Mountain Man Beer Company (MMBC) is a family-owned brewing company that is the maker of Mountain Man Lager, or “West Virginia’s beer.” Mountain Man Lager is known for its reputation as a quality beer and is targeted throughout the east central region of the United States. Mountain Man Beer Company is in the second-tier beer industry, and known for its distinctively bitter flavor and slightly high alcohol content. MMBC’s competitive advantage
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Technology | Mountain Man Brewing Company: Bringing the Brand to Light | Advanced Corporate Financial Planning | Professor Testa 1/23/2012 | | | Shaun Levine Ranjan Maitra William Weintraub Taylor Wold Objective Complete a NPV analysis to see if Mountain Man Brewing Company should implement Mountain Man Light to its existing product lines: * SWOT Analysis on Mountain Man Lager
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| | | 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 were 2% less than the revenues that had been received in
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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 2008 2009 2010 $50,440,000 $49,431,200 $48,442,576
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Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice. Please indicate your team by name, names of all team members, and your preferences with
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