Mountain Man Brewing

‘Mountain Man Lager’. It was a success in 2005, generating over $50 million and selling over 520,000 barrels

I. SITUATION ANALYSIS A. Nature of Demand Mountain Man Brewing Company (MMBC) is a known and well-established brand for its specialty beer,

primarily to distributors in Illinois, Indiana, Michigan, Ohio, and its native West Virginia (HBS, p.2). Overall, brand plays a critical role in the beer-purchasing decision; hence, this is considered as a brand-loyalty purchase with

considerations such as taste, price, the occasion being celebrated, perceived quality, brand image, tradition, and local authenticity. Furthermore, to develop strategy based on those evaluative criteria, Fishbein’s Multi-Attribute

cornerstone of MMBC’s success (see Appendix A). B. Extent of Demand

Model would be best to determine the consumers’ attitude toward the brand. In fact, brand awareness was the

Central region (HBS2). This group of consumers purchased 60% of the beer they drink at liquor stores, where 70% of Mountain Man products were sold at (HBS 3). By 2005 Mountain Man Beer Company sold over 520,000 barrels of Mountain Man Lager beer in the East Central region for over $50 million (HBS 2). In its native city, West

Mountain Man Beer Company targets blue-collar, middle-to-lower income males over age 45 in the East

Virginia, Mountain Man Lager was rated as the best-known regional beer (HBS 2). Mountain Man Beer Company

was not only a recognizable brand, it was also known for its good quality of its product (HBS 2). As discussed

previously in the case, Mountain Man Beer Company’s success was mostly because of its loyal blue-collar

consumers are already favorable for lager beer instead of light beer; however, the general consumer preference has been changing towards light beer (see Appendix B). C. Nature of Competition

consumers and the good quality of Mountain Man Lager (HBS 2). According to the case, Mountain Man Lager

second-tier domestic...