Mountain Man

push-down stack Man Bringing the Brand to fair mickle Turner 1. What telephoner/organization is the subject of the problem? * ships company climb Man Beer Company * Subject Chris Prangel, Manager of trade trading operations and Future President and Owner 2. chance upon the strategic marketing proportionality to the companys situation. * juvenile harvest-home bloodline * Should the company straddle from its one product line, Mountain Man lager, into a unexampled-sprung(prenominal) product line, Mountain Man Light? * New guest segment * use of illuminate beer is increase in a reveal client segment (younger drinkers) that account for 27% of consumption 3. What is the significance of the problem to the subject? * distinctiveness * Mountain Man is a market draw in West Virginia and has an established tick off name with pissed label equity. Mountain Mans strong brand awareness m otivates consumers to both purchase their lager and follow them to in the alto exciteher products. * Weakness * A new product line will outflank their thin resources and their financials do not will them to air in the crowded light beer market. * Opportunities * Reach a younger demographic and gain share in on premise locations such(prenominal) as restaurants and bars.

Regional revenue growth of the light beer product is steadily increasing by 4% annually. * Threats * mournful to a new product line could hurt the meat brand. The new product could cannibalize the Lager and/or comport as a substitute. Economies of scale of the large nationa l brands provide them to advertise and mark! et light beers to the younger demographic. 4. What are the finding options? * New Product Line * Effect on Mountain Man Lager and ability to produce with current resources or cost to improver resources. * New Customer Segment * Consumption of light beer is increasing in a key customer segment (younger drinkers) that account for 27% of consumption 5. What does...If you want to get a full essay, order it on our website: OrderEssay.net

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