Mountain man brewing company is a family owned brewery located in west virginia that has been strong presence as lager brand in this region. Mmbcs core competency is brewing and selling the mountain man lager the company. Mountain man brewing company case study analysis free download as powerpoint presentation. Background mountain man beer company or mountain man is an independent brewery founded in 1925 by the prangel family, specializing in the production of reformulated beer using distinctive ingredients. For the first time in the company s history, mountain man is experiencing a decline in sales revenue projected to decline at the same rate of 2% until 2010. Mountain light is produced to target a market population of consumers. Mountain man brewing company founded by guntar prangel in 1925. Mountain man brewing company case analysis mountain man brewing company executive summary started in the year 1925 by guntar prangel mountain man brewing company mmbc was a wellentrenched company in the east central us by 1960.
After refreshing your mind, read your case study solution critically. When students have the englishlanguage pdf of this brief case in a. Mountain man brewing company case 1948 words 8 pages. Mountain man is a leading brand in the strong beer market. Mountain man brewing company harvard business school. Mountain man brewing company case analysis duration. They have a very specific target market of working classblue collar. After the market analysis about lager beer and lighter version of the product. Case analysis mountain man brewing company kayleen fitzsimmons. The case centre is a notforprofit company limited by guarantee, registered in england no 1129396 and entered in the register.
Overview mountain man brewing company mmbc, or the client is a familyrun business in west virginia that has experienced much growth since launching its flagship premium beer mountain man lager mmb in. Mountain man brewing co bringing the brand to light hbr store. Scribd is the worlds largest social reading and publishing site. The unique taste of mountain man lager, along with its affordable pricing was wellreceived by bluecollar consumers, specifically workingclass males, making it a historically. You must be logged in to view this material casecent. Despite the companys remarkable success in the past, mountain man brewing company is now experiencing a significant drop in sales. A solution to a case study on the mountain man brewing company. Mountain man brewing co bringing the brand to light case. Mountain man brewing company case analysis mountain man brewing company does not want to go another year with revenue lost from mountain man lager.
The brewery produces one beer, mountain man lager, which is nicknamed west virginias beer, and still carries its original. Bringing light to the mountain man for light diversify and expand product offering away from a narrowing market exposure to growing market segment i. Essay on mountain man brewing company case analysis bartleby. Mountain man brewing company mmbc, located at west virginia state, was a familyowned beer company, which possessed respectable market shares in the central east beer region of the united state. Ever since, it has marketed towards the blue collar, middle to lower income population in the region with its bitter, higher alcohol content lager. Mountain man brewing company free download as powerpoint presentation. Mountain man case write up bus 252a marketing management. Free essays on mountain man brewing company analysis. Chris prangel, a current mba graduate, has actually returned house to west virginia to handle the marketing operations of the mountain man beer business, a familyowned organisation he stands to acquire in 5 years. Mountain man brewing company case 1948 words 123 help me. This leads to either missing details or poor sentence structures. Over the last 80 years, mountain man was able to brew a signature beer, the mountain man lager, that has been awarded with best beer in west virginia for the last eight years and awarded americas championship lager. Mountain man brewing company case study solution case. Mountain man mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company mmbc from one product, mountain man lager, to adding a light version of the beer.
They have a very specific target market of working classblue collar men, middle to lower income market. Harvard business school case study on mountain man brewing company by shashank srivastava, iet lucknow under the guidance of prof. Mountain man brewing company case analysis term paper. When you are discussing the opportunities and threats, please try to find at least one issue relating to each of the pestel categories. They are the leader in the lager category with a 53% sole brand loyalty rate. Mountain man brewing company case solution,mountain man brewing company case analysis, mountain man brewing company case study solution, mountain man brews simply one beer, mountain man lager, likewise also known as west virginias beer and popular amongst bluecollar employees. Founded in late 2012 by sligo native phil cullen, mountain man brewing ltd. Chris prangel recent mba graduate soon to inherit mmbc. A familyowned business which brews bitter tasting beer. As shown in exhibit 1 there is net income calculated from the operations of the lager mm which can easily cover up the initial expenditures exhibit 7 to launch the new product of light mm. Mmbc case analysis mountain man brewing company case analysis mountain man brewing company mmbc is a beer brewer and has so far sold just one brand under its brand called the mountain man lager. Mountain man brews great tasting craft beer using the finest quality malt and hops for people who colour outside the lines. Mountain man brewing company situationbackground analysis.
Mountain man brewing company case analysis essay 701 words. Mountain man brewing case analysis analysis breakeven point. Mahi owings mills, maryland, united states university of maryland, robert h. Byrnes mountain man brewing company case overview this case study evaluates the thinking behind the new introduction of a light beer by mountain man brewing company. Mountain man brewing co bringing the brand to light harvard. Mountain man brewing company by prezi user on prezi. Case study mountain man brewing company 2001 words 123. When we are writing case study solution we often have details on our screen as well as in our head. Mountain man brewing company case analysis robert bignall. By adding a light beer to the product line it could gain loyalty from a younger crowd and.
Mountain man brewing company has a strong loyal following and is known to be west virginias beer. Family owned business legacy brew reputed as west virginias beer strong brand and premium. Step 10 critically examine mountain man brewing co. Byrnes mountain man brewing company case overview this case study evaluates the thinking behind the new introduction of a light beer. Mountain man brewing company case study free essay example. The management is deciding to extend its product brand and introduce a light beer called mountain man light. This ppt provides a detail summary of the whole case study as per the hbr format which was done at. An introduction on mountain man beer company what is its background. Mountain man brewing company individual case introduction mountain man brewing company is a wellestablished and highly respected beer producer in the east central region of the united states.
Mountain man brewing company case analysis essay 2374. Mountain man brewing company case study marketing stuvia. Mountain man brewing company case report company overview mountain man beer company mmbc is a familyowned brewing company that is the maker of mountain man lager, or west virginias beer. Mountain man brewing company case analysis youtube. Mountain man brewing company is established by guntarprangel in 1925 as a. Major threat for the company is the canalization risk of major product of the company.
Mountain man brewing company bringing the brand to light 2. When trainees have the englishlanguage pdf of this quick case in a coursepack, they will likewise have the alternative to buy an audio version. Mountain man lager is known for its reputation as a quality beer and is targeted throughout the east central region of the united states. When students have the englishlanguage pdf of this brief case in a coursepack, they will also have the option to purchase an audio version. Mountain man brewing company only offers two main products. Case analysis mountain man brewing company case analysis mountain man brewing company executive summary started in the year 1925 by guntar prangel mountain man brewing company mmbc was a wellentrenched company in the east central us by 1960. Mountain man brewing company the case study solutions. Mountain man brewing company harvard business school case study 1. Mountain man brewing company case essay 1951 words cram. Consecutively the company grew as a legacy brewery, gathering a very strong brand loyalty and positioning. Mountain light is produced to target a market population of consumers in their early 20s, and women. Brewed one beermountain man lager, also known as west virginias beer. Mmbc should decide to keep status quo and not try to compete in the light beer category.
Recommendation after evaluation, mmbc should launch mountain man light. Mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company mmbc from one product, mountain man lager, to adding a light version of the beer. Mountain man brewing company mmbc case study january 5 about me. Launched mountain man lager by reformulating an old family brew recipe.
Marketing mountain man brewing company bringing the brand to light 1. Mountain man brewing company case study term papers. Mountain man free download as powerpoint presentation. Due to the authentic brand, excellent taste and an image of bluecollar toughness, mountain man lager has been. Mountain man brewing company case analysis in 1925, guntar prangel founded the mountain man beer company. Mktg case analysis 1 case report 1 mountain man brewing. Mountain man brewing company case study analysis brand.
Mountain man brewing company case solution and analysis. Present situation analysis proof and action renewed strategy agenda. Mountain man brewing company case analysis 2390 words 10 pages. Mountain man lager is popular to a market share made up of bluecollar males 45 years old and older. Case analysis mountain man brewing company youtube. Even if assuming the worst case scenario with 20% cannibalization rate, mmbc needs only to capture about 0. Chris prangel, a recent mba graduate, has returned home to west virginia to manage the marketing operations of the mountain man beer company, a familyowned business he stands to inherit in five years. Mountain man lager is the working mans beer and commands brand loyalty from many bluecollar workers in the region. Mountain man brewing co bringing the brand to light. This case study is about analyzing the companys entry into the light beer market. They are a family owned brewery that is located in west virginia and has a strong presence in that region. Position statement mountain man brewing company has a strong loyal following and is known to be west virginias beer. Mountain man brewing company perform a swot analysis for mountain man brewing company. Mountain mans offering is focused solely on blue collar men with not much appeal towards a younger.
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