We also assume that the YoY decline rate is still the same and the growth rate in the light beer market is slightly lower at 0. In this case the introduction of the light beer to the market will be almost breakeven on the second year: This result is also good, because the company will start earning additional profit from the third year.
The company has only one product of beer known as Mountain Man lager which is produced under the taste of family trend in a refined way.
Through this company maintain its successful family business status. MMBC Competitive Advantage MMBC success is based on several major factors such has brand recognition among their customers, their special family refined taste recipe for the core product of the company and its maintained quality throughout the several past years.
Wera, By the efficient use of trained staff and getting possible benefits from customers brand loyalty towards MMBC make it unique from its competitors. Tobey, Increase in pricing impact MMBC was categorized as leading brand among working class people.
It was considered as above from premium brands and below from the special brands in the region, therefore, it was priced with the highly competitive pricing strategy to maintain its sales growth and competition with it competitors.
As this MMBC brand is popular in working class they perceive it as high quality and upper-class status product as compared to Miller and Budweiser.
Through this MMBC can gain its higher return as compared to its competitors without going into deep competition with the competitors. No doubt there is majority type of customers who has been chosen MMBC brand by their heart but still there was a decline in that segment of the customer and also distributors were preferred other new entrants in the market for a large number of sales commission earnings.
It makes hard to compete in the competitive environment with a single line of a product among the competitors offering the number of product lines.
Also, new consumers are only in that number which is MMBC has currently in its fraction of current customers. As company bears more cost which is unavoidable and enable the company to absorb it without pass it on their customers.
So buyers which have a capacity to buy more in fewer prices now has less power of purchasing the same product with the high price so demand is contracted due to this factor which ultimately has the impact on the sales revenue of the MMBC overall.
As beer contains the high amount of calories it is losing its popularity in new customers, who preferring less caloric products of the main competitors.
This phenomenon leads towards the shrinkage in the existing market share of the MMBC brand in the competitive environment and no new inflow of the customers towards the existing product.
Only those customers who are loyal to the MMCB brand use the alternatively lighter version of the MMBC products over the other available substitute in the marketplace.
Introduction of Light beer After the market analysis about lager beer and lighter version of the product, recently graduated Chris angel decide to introduce MM light in the market to grab the difference between the sales.
It is analyzed that the consumption age group of Lager MM is above 45 years and for MM light would be 25 to 45 and ratio between male and female is 4 to 1 in MM Lager and Lighter beer contain Also with the current situation aspects, it is anticipated that in future this decline in Lager MM continues to decline with the same ratio.
By MMBC has a position to bear the capital expenditure to launch its new product line. Although by introducing the new product line with the name of light MM can deteriorate the sales revenue of the Lager Beer and also damage the brand loyalty among the existing customers of the company.
Major strength of MMBC is its brand name but it threat is from competitors in the market which are already in growing phase.
Major threat for the company is the canalization risk of major product of the company.Mountain Man Case Presentation. No description by Brittany Fertig on 4 February Tweet.
Comments CURRENT CUSTOMER PLAN EXECUTION TRENDS / ISSUES GROWTH OPPORTUNITY PRIORITIES ENHANCE THE BRAND Analysis & Strategy MOUNTAIN MAN BREWING CO.
HISTORY MMBC founded "Mountain Lager" Well entrenched in "Working man's" beer. Harvard Case Mountain Man Lager Answers Uploaded by skylars on Nov 18, 1) Mountain Man Lager Mountain Man Lager, also known as “West Virginia’s Beer, is a symbol of toughness, authenticity, and uniqueness.
Running Head: MOUNTAIN MAN Mountain Man Brewing Company Case The purpose of this case study is to explore the implications for expanding the products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, to adding a Light version of the beer.
Case Analysis Mountain Man Brewing Company: Bringing the Brand to Light Mountain Man Brewing Company (MMBC) was founded by Guntar Prangel in He reformulated an old family brew with quality ingredients, resulting in a flavorful bitter tasting beer which was launched as the Mountain Man .
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