Mountain Man Brewing Company Essay

4415 Words Nov 2nd, 2010 18 Pages
|NUS |
|MKT4415B |
|Mountain Man Brewing Company: Bringing the Brand to Light |
| |
|Nur Azlyn bte Mohd Khalid
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b) Whether MBBC is able to reposition itself to suit the preferences of the younger people today without eroding the core brand equity of the company, which has prided its success solely with its lager beer throughout the decades. c) Whether Mountain Light is able to generate profits within 2 years of its launch, to cover all the various costs in launching this product. (such as advertising, sales and general expenses etc)

1.2 The beer industry – East Central Region
This is the very region which MMBC operates in, and where total sales here make up 18.3% of the overall US beer market. It is made up of the following states: Illinois, Indiana, Kentucky, Michigan, Ohio, West Virginia and Wisconsion) Lager beer may be said to be in the mature stage of the product life cycle. While light beer has seen a 6-year compound annual growth rate of 4% as of 2005, premium beer (which Mountain Man Lager is categorised under) has seen a 4% decrease.

The competition for beer in this region may be defined into the following categories (they are also applicable to the overall US market):
i. Major domestic producers: They compete on the basis of economies of scale in production and advertising. Key players include Anheuser Busch, Miller Brewing Company and Adolf Coors Company. This category accounted for 74% of 2005 beer shipments in this region. ii. Second-tier domestic producers: They sell their

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