Selliing
Final Report
Section: MRK 428 MT Professor: Steven Litt
Jong Woo Kim (Ted)
Hyosuck Kim
Kyunghoon Kim (Kimmy)
Yun Sung Bang (Andrew)
I. Situation Analysis A. The Internal Environment a) Review of marketing goals and objectives Identify the firm’s current marketing goals and objectives. * To attract younger and non-loyal customers by launching Mountain Man Light * To maintain the core customer’s brand loyalty without diluting the brand equity of Lager while introduce Mountain Man Light * To overcome the experience of 2% declining revenue through surpassing competitors Explain how these goals and objectives are being achieved. * These goals and objectives will be achieved by understanding recent trends in what younger drinkers prefer to drink, such as light beer. The main reason is that the young population has increased, and they are currently the main customers in the beer industry compared to the older generation that is over 45 years of age. However, middle age groups are still loyal customers of Mountain Man Lager and help contribute to its revenue. It is an important factor for MMBC to hold loyal customers because it will prevent declining revenue and brand equity. Furthermore, to attract not only younger drinkers but also its core customers MMBC would benefit from introducing a more affordable price when launching the new light beer product. This will boost the sales of light beer as well as balance the age group between younger and older drinkers. Explain how these goals and objectives are consistent or inconsistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment. * Their goals and objectives are consistent with recent trends in the external environment and in the customer environment. MMBC must have a strong marketing strategy and plan to: catch current customers’ eyes in addition to meeting the customer’s wants, increasing total revenue,
Section: MRK 428 MT Professor: Steven Litt
Jong Woo Kim (Ted)
Hyosuck Kim
Kyunghoon Kim (Kimmy)
Yun Sung Bang (Andrew)
I. Situation Analysis A. The Internal Environment a) Review of marketing goals and objectives Identify the firm’s current marketing goals and objectives. * To attract younger and non-loyal customers by launching Mountain Man Light * To maintain the core customer’s brand loyalty without diluting the brand equity of Lager while introduce Mountain Man Light * To overcome the experience of 2% declining revenue through surpassing competitors Explain how these goals and objectives are being achieved. * These goals and objectives will be achieved by understanding recent trends in what younger drinkers prefer to drink, such as light beer. The main reason is that the young population has increased, and they are currently the main customers in the beer industry compared to the older generation that is over 45 years of age. However, middle age groups are still loyal customers of Mountain Man Lager and help contribute to its revenue. It is an important factor for MMBC to hold loyal customers because it will prevent declining revenue and brand equity. Furthermore, to attract not only younger drinkers but also its core customers MMBC would benefit from introducing a more affordable price when launching the new light beer product. This will boost the sales of light beer as well as balance the age group between younger and older drinkers. Explain how these goals and objectives are consistent or inconsistent with the firm’s mission, recent trends in the external environment, and recent trends in the customer environment. * Their goals and objectives are consistent with recent trends in the external environment and in the customer environment. MMBC must have a strong marketing strategy and plan to: catch current customers’ eyes in addition to meeting the customer’s wants, increasing total revenue,
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