Mountain Man Brewing Company Essay
|Mountain Man Brewing Company: Bringing the Brand to Light |
|Nur Azlyn bte Mohd Khalid …show more content…
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