Managerial Analysis Mountain Man Brewing Company Goes “Light” 12/13/2010 Mountain Man Brewing Company Nicole Fiamingo Company History Mountain Man Brewing Company was established in 1925‚ and since then has come to be known as “West Virginia’s Beer”. In 2005‚ despite a 2% drop in annual sales they sold approximately 520‚000 barrels and reported revenue close to $50‚000‚000. Mountain Man Brewing Company’s average consumer is male‚ above the age of 45 and typically in the middle-to-lower
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| |MKT4415B | |Mountain Man Brewing Company: Bringing the Brand to Light | |
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Mountain Man Brewing Company | To: | Chris Prangel | From: | 001706975 | CC: | David Nasser | Date: | 3/4/2013 | Re: | Bringing the Brand to Light | Comments: | For the first time in the company’s history‚ Mountain Man Brewing Company is experiencing declining sales in response to changes in beer drinkers’ preferences. Mr. Prangel’s response to this problem is introducing a “light beer” form of the popular Lager. In the past six years‚ the “light beer” industry as increased at an annual
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distinct quality with respect to flavour and taste Priced at par with the premium domestic brands‚ hence reasonable pricing is also a crucial factor Competitive advantages with respect to MMBC are as follows: A small but competent sales force responsible for increasing distribution in offpremise locations as 60% of customers purchasing beer did so at off-premise locations Grass-root marketing tactics and word of mouth marketing that emphasised on quality aspects while being most cost-effective
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Ethically and Socially Responsible Introduction Corporate scandals in business world have been more and more common‚ which damages the interest and profits of stakeholders‚ employers‚ community or society. The corporate scandals pull the public to focus on the ethic of managers and the firm itself. Comparing to the past‚ customers are focusing more and more on the reputation of the firms and they prefer to select the brands that are environmentally friendly and socially responsible when they buy
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its workers and management to help them conduct their actions in accordance with its primary values and ethical standards. Both businesses and trade organizations typically have some sort of code of ethics that its employees or members are supposed to follow. Breaking the code of ethics can result in termination or dismissal from the organization. A code of ethics is important because it clearly lies out the "rules" for behaviour and provides a pre-emptive warning. Socially Responsible Practices This includes programmes
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1. What is Mountain Man Brewing Company’s positioning relative to its competitors? Mountain Man Brewing Company (MMBC) is a 2nd tier domestic beer manufacturer based out of West Virginia. MMBC is positioned as a leader among local brewers in the East Central region‚ being one of the four regional breweries still operational in West Virginia. MMBC brews only one type of beer – the Mountain Man Lager‚ a dark bitter tasting beer. Target market for the product is middle aged men from the blue collared
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remorse‚ refusal to take responsibility for one’s actions and superficial relations with others. Modern day corporations display every one of the previously listed characteristics. Is it right that an institution‚ whose power now rivals that of the State that once created it to seek the better welfare of its citizens‚ display the psychological traits of a dangerous personality disorder? Many say no: there is a rising discomfort with the corporation and its pervasion into every sphere of human life
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Ethical Company Paper IBM (International Business Machines) is the world’s largest information technology Company in terms of revenue and by most other measures‚ a position it has held for about the past 50 years. IBM manufactures and sells computer‚ hardware and software‚ and it offers infrastructure‚ hosting and consulting services in areas ranging from mainframe computers to nanotechnology. IBM derives revenue from a range of consulting and outsourcing services. With the advent of the
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Case Summary: Mountain Man Brewing Company. Bringing the Brand to Light: Brand extension. The Mountain Man Beer Company (MMBC) was founded in 1925 and the family launched as Mountain Man Lager. By the 1960s‚ Mountain Man Lager’s reputation as a quality beer was well entrenched throughout the East Central region of the United States. MMLC’s single brand product strategy and brand extension market research evaluation: 1. The Mountain Man Lager brand rated as the best known regional
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