Mountain Man Brewing Company Case Study

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Case Study_Mountain Man Brewing_Group 1 Question 1 Identify MMBCs competitive set and target market: Map to the matrices below In the diagram below, you will see the competitive set of various other breweries in the East Region. As noted, some of the following include Anheuser-Busch, Miller, Coors and other 2nd tier premier and popular brewers. There is a lower competitive landscape when observing the craft and specialty brewers. | East Central Region | Anheuser-Busch | 15,620,252 | 42.0% | Miller | 8,553,948 | 23.0% | Coors | 3,347,197 | 9.0% | Other 2nd Tier Premium & Popular Brewers | 4,648,885 | 12.5% | Craft/Specialty Brewers | 557,866 | 1.5% | Imports | 4,462,929 | 12.0% | Total | 37,191,077 | 100% | As we review the target market of the light beer, it is opposite of the market for Mountain Man Lager. The consumers of light beer are more likely to be women or younger people aged 21 to 27 years who are first-time drinkers. Mountain Man beer consumers tend to be male aged 45-54, who make between $25k and $49.9k a year (Exhibit 1). The traditional Mountain Man beer doesn’t appeal to the younger age groups. The brand messaging does not appeal to this group. However, Mountain Man brand has a very loyal following of consumers. They are very loyal to the brand and the company. Question 2 Question 3 What are Chris’ three primary options, what option is he favoring, what should his goal be, what is his core objective? Reviewing the case study, Chris’s core objective and goal should be to introduce Mountain Brew Light to market and drive sales of the entire product line and further enhance the product line and drive additional sales. He can certainly utilize the sales force. There also should be a shift to increase sales and profits by increasing the advertising budget they are currently spending for the product line. The
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