Mountain Man Brewing Company - Questions To Ask

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Case #3 Mountain Man Brewing Company (MMBC) The following guide and provided excel file are to assist you in the completion of the assignment. Please do not simply answer the questions I provided in the outline- but provide a comprehensive, detailed and supported document as your case submission. Learning Objectives Understanding the elements of a strong brand. Explore concepts of cannibalization and brand alienation. Concept of congruent vs. incongruent line extension. Estimating the financial impact of a product line extension decision. Difficulty in choosing between qualitative and quantitative data in making key strategic decisions. Opportunity to practice core concepts of marketing metrics {text:list-item} {text:list-item} {text:list-item} {text:list-item} Analysis You should analyze the core components (functional and emotional aspects) of the Mountain Man brand and why the brand commands such a loyal following. Then examine the situation facing Mountain Man which has led Chris, the protagonist, to consider the launch of Mountain Man Light. You should develop an argument regarding whether or not Mountain Man Brewing Company should launch Mountain Man Light based on an assessment of the pros and cons associated with the launch. You will conduct a quantitative analysis in support of the decision making, as illustrated in Exhibit TN 1. By examining the fixed costs associated with launching the Mountain Man Light brand and the possibility for both cannibalization and alienation effects, you can determine the breakeven number of barrels required to make up for the lost sales of the lager brand and increased fixed costs associated with the launch and ongoing product support. You will also do a DCF analysis and evaluate the various NPV’s of both the no launch and launch

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