This paper will evaluate the following: 1. Brand erosion is also a key factor to take into account. The beer industry can be considered a monopoly since large national brewers maintain economies of scale in brewing, better distribution… 2000 Words 8 Pages Introduction In 1925, the Mountain Man Brewing Company created a new taste of beer. Chris is faced with a hard decision… 1003 Words 5 Pages June 23, 2014 Mountain Man Brewing Company Case Analysis Situation Analysis 1. 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.
Moreover, in such cases, if you find out that the idea was already proposed and was published before you could do it, it is suggested to back off. These include: taste, perceived quality, image, tradition, and authenticity. Branding includes an image of coal miners on the bottle suggesting a strong taste and reinforcing target market segments to a niche. The potential economic and marketing response from the major brewery competitors is daunting to a company the size of Mountain Man. Mountain Man Brewing Company holds a strong brand name in the premium beer segment of the beer industry. Known for the authenticity, quality and taste the company grew out to be a market leader in the currently matured business.
Not lose sight of its loyal and core customer. Most of these males are blue-collar, hardworking males. These include: taste, perceived quality, image, tradition, and authenticity. Sounds far more like an away from courtroom agreement. Taste is achieved through a selection of rare Bavarian hops and unusual strains of barley creating a defined Mountain Man quality.
Mountain Man Lager is a beer known for its authenticity, quality and toughness. Will not erode sales of the core brand, Mountain Man Lager. Target market for the product is middle aged men from the blue collared working class. Brand had a great role in beer purchasing decision. The brand loyalty rate for Mountain Man Lager is 53% which is higher than any of its competitors. Is There a Limit to Citing Sources to Avoid Plagiarism? Based on the evidence, Mountain Man should not introduce the light beer. The family owned beer producer has built a strong brand around its prize product, Mountain Man Lager, over its last 70+ years of operation.
These producers accounted for 12. The cause is from a stiffening competition, a market that is maturing and new products. I will argue that quality and authentic West Virginia family recipe created a brand that differentiates the lager from competitors. Research had shown that the Mountain Man Brewery was as recognizable brand among working class males as Chevrolet or John Deere. Keep that format if you add your own questions. Continue to manufacture an exceptional beer with a great brand name 2. Heavy discounting on beer had caused larger beer producers to put pressure on smaller ones.
They are larger, distribute nationally, and are significantly more financially capable than Mountain Man. Using the power of our website and other social media outlets, Mountain Man aims to use a Commodore 64 and a second hand Atari joystick to bring an unorthodox approach to craft beer the like of which has never been seen before in Ireland. 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. We are pleased to have the chance to work with a family owned company. Mountain Man Lager's brand name equity is of key importance for Mountain Man Business. Maintain brand equity with the distinctive bitter flavor and slightly higher-than-average alcohol content of Mountain Man Lager. However, make sure you have gone through the policies of your institute about plagiarism.
What about their light beer will be different from competitors. It entered the rapid growth stage after 1990 by acquiring or merging with. Younger drinkers are drawn more towards light beers than traditional beer. Four different categories in the U. Brand plays a key role in the beer-purchasing process, along with taste, price, special occasion, brand image, authenticity, and tradition. In spite of strong brand equity.
I will demonstrate that launching a light beer product shows promise for improved profit through 2010, but that another strategy. 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. You or your company can be sued if the idea originator finds out about this form of plagiarism. This paper will evaluate the following: 1. Mountain Man brews great tasting craft beer using the finest quality malt and hops for people who colour outside the lines. Craft brewers account for 1.
A higher percentage of females are consuming domestic light beer in comparison to domestic premium beer. Younger drinkers who were not main Mountain Man customers represented only 27% beer sales. The beer industry tends to be cyclical in the business cycle. I will argue that quality and authentic West Virginia family recipe created a brand that differentiates the lager from competitors. Chris is considering the production of a light beer for Mountain Man Brewing Company as a way to compensate for the recent decline in sales and increase in the market for light beer sales. Brand equity created by values brought by producer and going from customer.
Mountain Man is currently competing in the last category where the competition is tight. Time had progressed and Mountain Man Brewery had become a thriving business and a common beer of choice amongst the working class man 's beer drinkers. Their current customer segment is a demographic that is aging rapidly, you can expect a shrink in sales. Traditional premium beer sales have also declined annually by the same percentage. John Stith Pemberton is pharmacist who invented formula for the most popular product Coca-Cola in 1886 in Columbus, Georgia. Another option for Mountain Man would be to retarget their company to go after a different category. Strong brand recognition among working class-males blue-collard males in the East Central region for which 60% of these consumers purchased beer at off-premise locations.