Mountain Man Brewing Company Case Analysis First Draft

Published: 2021-06-29 06:30:32
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Category: Business

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ContentsContents        1Executive Summary        1Problem Statement        3Recommendations        7Rationale/Analysis/Justification/Arguments        7Conclusion        21Appendix        22Executive Summary (1-page)Describe Goals, Impediments and Solutions.If we use the Mountain Man brand with the Light product, this should be a recognizable product. You will have the same distributors, route drivers, come on the same delivery cycle, and 50% of the market is already drinking light beer so this is not a revolutionary product.Keep in mind the difference between a brand and a descriptor. Lager and Light are descriptors. The brand is Mountain Man. Therefore, companies like Sam Adams can sell 40 different beers, or why Yoplait can sell 40 assorted flavors and 8 assorted styles from Original, to Whips, to Light and so on.Light and fruit flavored beverages attract younger drinkers and women as noted by the multitude of fruit flavored vodkas! I am waiting for the day that special interest groups start targeting beverage companies for targeting young people and enticing them to drink alcohol especially now with "hard" root beer, "hard" orange, "hard" cherry and so on. Tobacco companies have long been in the cross hairs and beverage companies I predict will soon face the same criticism.What goal should Mountain Man Brewing Company have?Introduce a new light beer so the company will continue to experience a growth in sales, gain more customers and become more profitable. What is Chris Prangl considering doing and what factors will he have to align to be successful?High Brand awareness i.e. an unaided response rate of 67% from West Virginia population People's optics of the brand being a local and authentic product Legacy factor with generations of a population consuming the product, the brand had survived for more than 50 years Strong customer base among the blue-collar working class  Sense of distinct quality with respect to flavor and taste Priced at par with the premium domestic brands, hence reasonable pricing is also a crucial factor Firmly established brand for 8 decades which commands a large loyal customer base with a legacy factor Attributes like distinctively bitter taste, slightly higher than average content of alcohol that were unique to the Mountain Man Lager brand. Packaging of beer that was in line with the product positioning for the blue-collared working class (logo with the design of coal miners) Sticking to the core product of Lager rather than swaying to new emerging markets, i.e. supporting core product competency Known as the “West Virginia’s Beer,” with authenticity, quality and “toughness” as the core attributes which the target customer base could relate with Judged “Best Beer in West Virginia” for the Eighth-year straight year, affirming customer faith with respect to product quality and brand name Increasing product availability in off-premise location through an abled sales force team

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