MKTG324 Wenjing Xu Mountain Man Brewing Company Case Analysis Company Overview Mountain Man Brewing Company produces Mountain Man Lager; the most authentic regional beer for working class East Central Americans‚ among all premium domestic beers‚ because of its distinctive quality‚ bitter flavor‚ slightly higher than average alcohol content and competitive price . MMBC targeted its product toward the middle-aged blue collar worker in the East Central region. MMBC’s strategic focus on this
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------------------------------------------------- Subject: Bringing the Brand to Light ------------------------------------------------- Mr. Prangel as we all know Mountain Man Beer Company has been in the market over eight decades; manufacturing a beer known for its authenticity‚ quality and toughness. In all these years we have seen many regional breweries vanished by fatal decisions. Mountain Man Beer Company is still standing strong in the market‚ yet it has come the time to make a crucial decision regarding the future of our
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Mountain Man Brewing Company Ashley Huckaby Mountain Man Brewing Company exemplifies history. Founded in 1925 by Guntar Prangel‚ a coal miner with a home brewery‚ and marketed largely to other coal miners‚ Mountain Man lager emphasizes quality ingredients‚ a bitter flavor and dark coloring. Today‚ Mountain Man Brewing is still a single-product company. Mountain Man distributes its lager in several states outside West Virginia‚ is a local market leader‚ and generates over $50 million in revenue
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Mountain Man Brewing Company TABLE OF CONTENTS COMPANY ANALYSIS .................................................................................. 3 OUR DECISION ............................................................................................. 7 FORECASTS AND ESTIMATES ................................................................. 8 BREAKEVEN ANALYSIS ........................................................................... 12 MARKET SUMMARY ...........................
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Marketing Plan for Mountain Man Looking at ALTERNATIVES : Recommendation ADVANTAGES DISADVANTAGES Launch MM Light Beer – Under the Mountain Man brand name • Brand Recognition Association with the MM brand which is reputable in the East Central region will enhance the launch of MM Light Beer (Superior Brand Recognition) • Goes well with the youth Light beer goes well with the young crowd and represents an untapped market of “no preference” – Prefer light beer to other categories and typically
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1. What are the critical success factors for MMBC? What are its competitive advantages? Ans. The critical factors for the success of Mountain Man Brewing Company (MMBC) are: * Brand awareness among blue collar customers * The quality in terms of smoothness‚ percentage of water content‚ drinkability (distinctly bitter flavour‚ higher than average alcohol content) which created a unique brand equity * Branding activities done by MMBC such as establishing an independent sales force to
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Hemingway created Santiago‚ Santiago made Hemingway The Old Man and the Sea is a novel written by the American author Ernest Hemingway in 1951 in Cuba‚ and published in 1952. This novel centers upon Santiago‚ an aging fisherman who struggles with a giant marlin far out in the Gulf Stream. Many people like this story very much and regard it as the most excellent work of Hemingway. I agree with this idea and I think The Old Man and the Sea brought Hemingway to the best period of his literary career
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MMBC is considering introducing a Mountain Man Light beer to attract younger drinkers to the brand. MMBC ultimately would like to reposition the brand to drive sales of Mountain Man Light to young people without eroding the core brand equity. The reason MMBC should consider doing this is because over the previous six years light beer sales in the U.S have been growing at a compound annual rate of 4% while traditional beer sales have been declining annually at the same rate. MMBC has been experiencing
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In the novel The Old Man and the Sea‚ Ernest Hemingway creates a story full of adventures and endurance in which an old fisherman‚ Santiago‚ is the principal character. This novel contains a specific plot which guides us throughout his journey. Likewise‚ Hemingway provides a well-detailed setting and characterization description that transmit us all the environmental circumstances and feelings within the story‚ as well within the characters. The themes used in this novel are related to the love of
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Old Man and The Sea "The great DiMaggio is himself again!"(21)‚ in Ernest Hemingway’s novel‚ The Old Man and the Sea‚ which takes place near Havana‚ Cuba in the Caribbean Sea‚ a very old‚ unlucky‚ fisherman sets out for the big catch. The great DiMaggio is seamed throughout the novel to symbolize the old man and his struggle to catch the big fish‚ yet also he poses as a role model for Santiago (the old man). The old man is using the great DiMaggio for a role model. At a certain point
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