"Old Man of the Mountain" Essays and Research Papers

1. Evaluate the attractiveness of the light beer segment for Mountain Man Brewing Company using the three targeting criteria we discussed in class. The three targeting criteria for points of parity and differentiating are Potential‚ fit and defensibility. Potential means the firm’s ability to tap into market; Fit means the match between the market and the firm’s capabilities. And defensibility means how well company can define its position. Potential: Overall‚ the light beer segment has tremendous

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marketing operations of the Mountain Man Beer Company‚ a family-owned business he stands to inherit in five years. Mountain Man brews just one beer‚ Mountain Man Lager‚ also known as "West Virginia ’s beer" and popular among blue-collar workers. Due to changes in beer drinkers ’ taste preferences‚ the company is now experiencing declining sales for the first time in its history. In response‚ Chris wants to launch Mountain Man Light‚ a "light beer" formulation of Mountain Man Lager‚ in the hope of attracting

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Jeff Dickinson BUS 656 Case Write up #2 Mountain Man Brewing Company Problem Statement Mountain Man Lagers main customer is an older generation‚ blue-collar worker‚ which make up a larger percentage of the sales. In 2005 sales have dropped 2% relative to the prior fiscal year. The cause is from a stiffening competition‚ a market that is maturing and new products. All of these factors are stealing the customers from the Mountain Man Brewing Company (MMBC). The light beer market is starting

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Situation
Analysis
 A) Internal
environment
 
 General
characteristics:
 
  Mountain
Man
Lager
is
a
family
owned
brewing
company‚
and
is
known
as
West
 Virginia’s
beer.
  Change
of
CEO‚
as
the
founder
and
president
Oscar
Prangel
retires‚
leaving
the
company
 to
his
son
Chris
Prangel.
  Due
to
changes
in
beer
drinker’s
preferences‚
the
company
is
experiencing
a
decline
in
 sales
for
the
first
time
in
the
company’s
history.
  Mountain
Man’s
2005
revenues
are
down
by
2%
relative
to
the
prior
year‚
while


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Mountain Man Light – To be or not to be? The problem: Should MMBC launch Mountain Man Light? Mountain Man brand image: Quality taste‚ competitive pricing‚ higher-than-average alcohol content‚ “working man’s beer”‚ regional loyalty‚ generations in the family business. Customer Base: 81% male‚ 19% female. The large majority of drinkers is between 45 and 54 at 32%. 47% make less than 49.9K/year. The mountain man brand has a loyal following. Why? Grass roots marketing. Off premise consumption. Effective

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MOUNTAIN MAN BREWING CASE WRITE-UP Problem Statement: Mountain Man Brewing (MMB) has been successful with only one beer‚ Mountain Man Lager‚ but consumption has decreased. The decrease in sales for this beer has caused a decrease in profits‚ since it is their only product. Mountain Man needs to consider a change in their positioning strategy to increase sales and profits to keep the business successful. Alternative #1: Create‚ promote and sell Mountain Man Lager Light Pros: It gives

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1. Choose the correct tense and voice. On November 22‚1963 the President of US of America John F.Kennedy 1)to arrive in Dallas in a beautiful sunny day.They2)to leave the airport at 11.50 a.m..At12.30 the car 3)to turn from Houston street to elm street.The car 4)to move very slowly.Mr. Kenedy and his wife 5)wave at the crowds when there 6)to be the sound of a gun.The Presidents hand 7)to stop moving.There 8) to be a third shoot and his head 9)to cover with blood.John Kennedy 10)to assassinate

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of stages in life. Infancy‚ Youth ‚ Adulthood‚ and Old Age are all key stages. As one grows‚ they mature through these various stages. When one reaches old age‚ there is often a lot of doubt surrounding their lives. Serenity‚ and independence are often the two most questioned. These are some questions that Santiago has to ask himself as well. 	In the novel The Old Man And The Sea‚ Ernest Hemingway develops the concept of man coming to the realization that as he ages‚ his dependency

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YaeNa Yoon MKT 201 Case Study #1 Mountain Man Beer Company (MMBC)’s representative beer: Mountain Man Lager‚ is made based on unique and old family recipe. The target of Mountain Man Lager is old males who are working class‚ so called blue collar. The taste is bitter‚ and in contains higher alcohol than other brands. Mountain Man Lager was priced $2.25 for a 12-ounce of draft beer in a bar and $4.99 for a six-pack in a retail store. It was sold at the similar price range which premium domestic

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Chris Prangel‚ a recent MBA graduate‚ has returned home to West Virginia to manage the marketing operations of the Mountain Man Beer Company. This is a family-owned business that he’s going to take a hand on in 5 years. Mountain Man brews just one beer which is Mountain Man Lager‚ also known as "West Virginia ’s beer" and popular among blue-collar workers. Mountain Man Lager is a beer known for its authenticity‚ quality and toughness. It had a distinctive bitter flavor‚ slightly higher than average

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