Mountain Man

plenitude small-arm Brewing Company was established as a family concern in 1925 in westmost Virginia by Guntar Prangle. The company brews single-product beer, mound Man Lager, which won best beer in West Virginia and was elected as Americas statute title Larger. circle Man Lager features quality, bitter esteem and slightly higher-than-average alcohol content that uniquely contributed to the companys brand equity. Mountain Man is a local mart leader and distributes its lager in several states outside West Virginia. By 2005 Mountain Man was generating over $50 jillion in taxation with over 520,000 barrels of Mountain Man Lager sold. However, Mountain Man has been facing serious challenges. Its revenue was encountering a 2% yearly decrease in 2005 as it faces fierce competition. Light beer is sweeping the beer market and gained 50.4% of volume gross sales in market persona in 2005. Thus, the objective of Mountain man in this case study is to increase sales revenue by moving into the light beer market. Chris Prangel, son of the companys owner, hoped to achieve two goals in his marketing constrict: 1.) To produce a light beer in the hope of attracting jr. drinkers to the brand; 2.) To sustain the core brand equity of Mountain Man Lager; 3.) To maintain a steady share of its market fraction by regaining the 2% annual loss.





Mountain Mans revenue is declining as it faces newborn products, which threaten to steal its customer base. However, Mountain Man meets difficulties to nominate changes alongside a changing market. The light beer market was evolution steadily, and younger drinkers preferred light beer to other categories. Further, the key consumers segment for beer companies is younger drinkers, as most industry observers believe. However, the core customers of Mountain Man, featuring blue collar, middle-to-lower income men over age 45, prefer and fare used to the taste of Mountain Man lager, and Many of whom librate that yuppies consume light beer. In fact, a demographic...If you want to undertake a full essay, order it on our website: Ordercustompaper.com



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