Mountain Man Case Analysis

CASE SYNOPSIS

Mountain Man Lager is an independent, family-owned brew company. Recently, in the first of its history, the company faces obstacles of declining sales due to the change of consumer preferences. Chris Prangel, a recent MBA graduate and an inheritor of the family business faces a challenge on product diversification. He plans to launch a new product, Mountain Man Light to attract younger customers. In seeking to maximize market coverage, it’s imperative to consider some vital factors:

❖ Declining sales revenue of Mountain Man Lager: Chris hopes that a successful launch of the light beer in the local on premise locations (restaurants and bars) will boost the declining sales of Lager, and as well retain older customer base.

❖ Minimize brand overlap and as well avoid brand equity damage: He will capitalize on Mountain Man’s brand recognition in the region so as to enable him capture a meaningful share of the local light beer market.

❖ Avoid core product cannibalization by the newly introduced product: Chris Intends to capture market share in the fast-growing light beer category, which accounted for 50.4% of all beer sales by volume in 2005 in the East Central Region.

SWOT ANALYSIS

|Strengths |Indications |Effects/Implications |

|MARKET LEADER |Top market position among lagers in West |MMBC’S brand awareness prompts customers to |

|BRAND DOMINANCE |Virginia for almost 50 years. |purchase Lager. |

| |Recognizable brand among working-class males | |

| |in the East Central as Chevrolet and John | |

| |Deere....