Mountain Man Brewing Company Case Analysis Essay

2374 Words Dec 31st, 2014 10 Pages
Case Analysis
Mountain Man Brewing Company
Case Analysis
Mountain Man Brewing Company

Executive Summary

Started in the year 1925 by Guntar Prangel Mountain Man Brewing Company (MMBC) was a well-entrenched company in the East Central US by 1960. Consecutively the company grew as a legacy brewery, gathering a very strong brand loyalty and positioning. Known for the authenticity, quality and taste the company grew out to be a market leader in the currently matured business. However, off late the company has been witnessing a drop in sales for their core beer product the “Mountain Man Leger” in contrary to the growing beer sales in the US.
The following document encapsulates a detailed analysis of the different problems the company
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* The company can also come up with the new product MM Lite however they need to differentiate their product by creating an awareness that it is a homemade and original flavor product. * Line extension can be done by the introducing different flavors in the same MM Lager beer that is most popular for.

Key Strategic Objectives/ Alternatives: 1) Targeting Young drinkers: this segment is fast growing so the company could increase awareness and marketing in this target segment so that it also stabilizes tis future sales. 2) Targeting the Introduce MM Light in the market – owing to the fast growing constantly increasing market demand for Light Beer. It would be ideal to introduce it without losing the core brand image for the “MM Lager“ beer. 3) Back up the core brand/ Retain customers/ Increase the market share of MM Breweries as a whole: This would specifically mean to make efforts such as market expansion and searching for new avenues to strengthen the market share in the Lager Beer segment. 4) Do nothing – A suggested by Oscar Prangel sticking to the very strong brand identity that “MM Lager” that it is a strong and hard beer for tough Blue collared people, who belong to the lower middle class. Chris might stay indifferent to the changes in market conditions and continue with the old

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