I will explore the pros and cons of creating a light version of the brew and other strategic options for growth if this brand extension is not launched or if the launch is unsuccessful. Since the research is showing they are favoring light beers the transition to make Mountain Man into a beer they could be comfortable drinking is an option for the company. Long weekends out in the wild grew in length as the ant like human behaviour of the cities became a bitter taste to avoid in the background of a life that had slowly turned sour. Younger drinkers who were not main Mountain Man customers represented only 27% beer sales. The light beers had already risen to 50. I will argue that quality and authentic West Virginia family recipe created a brand that differentiates the lager from competitors. It had a distinctive bitter flavor, slightly higher than average… 975 Words 4 Pages Mountain Man Brewery Company was founded by the now retired President and owners Oscar Prangel, in 1925.
Prangel is thinking of introducing Mountain Man Light to reach the new, growing market of light beer. The brand can also have a product failure if the consumers do not like the taste. Branding includes an image of coal miners on the bottle suggesting a strong taste and reinforcing target market segments to a niche. Mountain Man Beer Company is brand with concept of high alcohol content, strong and masculine beer for blue-collar workers. You or your company can be sued if the idea originator finds out about this form of plagiarism.
The obvious way to deal with the bs that daily life throws our way, is assistance men and women if Mountain male Brewing Co. Another problem is that Prangle could be is hesitant in making a decision since Mountain man is a multi-generation family business. An evaluation of whether or not to launch Mountain Man Light. Consecutively the company grew as a legacy brewery, gathering a very strong brand loyalty and positioning. Since the current target market of Mountain Man are men 45 years and older targeting younger drinkers by introducing light beer could help gaining more customers and could help with building a new customers into loyal customers. The beer industry tends to be cyclical in the business cycle.
Princeton Stumptown Ales Davis Weathered Ground Brewery Cool Ridge Wheeling Brewing Co. Mountain Man Lager's brand equity is a key asset for Mountain Man Brewing Company. I query they were uncovered guilty of conspiracy, a great is Mountain person Brewing Co. Time had progressed and Mountain Man Brewery had become a thriving business and a common beer of choice amongst the working class men beer drinkers. He appreciated that his beer, the one he always drank, fit his personality and lifestyle. Youngsters usually prefer light beer that has more soft taste and less alcohol content.
Contrasting this 4% decline for Mountain Man is the 4% increase in the sales for light beers. However, off late… Rebecca Casarez Caddell Comp. Exhibit 5 shows us consumption by Type of Beer and Origin. Alternatives and Evaluation Alternative 1: Introduce Mountain Man Light Advantages: 1. There is no variant of Mountain Man Lager available. This paper will evaluate the following: 1.
Limited advertising and other budget resources to compete with large, well-established breweries 4. Light beer sales account for over 50% of all beer sales and are growing at a compound rate of 4% per year. Recommendation and Justification Mountain Man Brew Company should launch Mountain Main Light. These include: taste, perceived quality, image, tradition, and authenticity. Their current customer segment is a demographic that is aging rapidly, you can expect a shrink in sales.
There is a need to increase distribution on bars, which are on-premise locations and only 30% of current sales. Mountain Man brews great tasting craft beer using the finest quality malt and hops for people who colour outside the lines. Compared to domestic producers, the major disadvantages of import beer companies are higher shipping costs, weaker distribution networks, limited control, and reduced profit margins. The biggest potential threat is the shift in beer consumers taste to light beer and away from the premium beers overall. We are pleased to have the chance to work with a family owned company. Continue to manufacture an exceptional beer with a great brand name 2.
Brand plays a key role in the beer-purchasing process, along with taste, price, special occasion, brand image, authenticity, and tradition. Chris is faced with a hard decision… 1003 Words 5 Pages June 23, 2014 Mountain Man Brewing Company Case Analysis Situation Analysis 1. This paper will evaluate the following: 1. Furthermore… 1135 Words 5 Pages Guntar Prangle founded Mountain Man Brewing Company in 1925 in West Virginia and is still owned and operated by his family and commands among the highest brand loyalty rates of any beer brand. Mountain Man Brewing Company is considering an expansion of its product line due to declining revenues.
He could be hesitant to make changes since the company is the legacy of his father and grandfather. Coca- Cola Company has been found 131 years ago in May 8,1886 in Atlanta, Georgia, U. Most of these males are blue-collar, hardworking males. It entered the rapid growth stage after 1990 by acquiring or merging with. The sources of its competitive advantage can be classified as a company that provides high quality beer with unique flavors, a market driven approach, and a very efficient contract brewing strategy. Not only do the younger beer drinkers have their negative thoughts about Mountain Man developed, but the blue-collar customers account for a huge percentage of sales. .