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Last name, first name Course Date of submission Mountain Man Brewing Co. Problem Statement: Mountain Man Beer Company started experiencing declining sales, which could eventually challenge the company’s existence. This is mainly because MMBC served only one product, the Mountain Man Lager, which sustained competition from various other bigger players in the market by creating a defensible customer segment; this product was mostly preferred by the blue-collar customers in Eastern Central of the United States.
Mountain Man Lager will have to face the existing competition in new regions. Proven success with the blue-collar customer segment will help in identifying similar customer segment in new regions. Risk of losing or not establishing similar brand image in new markets amidst tough competition. Boost sales of Mountain Man Lager. Risk of not establishing market share as expected. Lack of knowledge of customers’ preferences in new markets. Roping in new distributors in the new regions will be a challenge. Increased distribution and logistics costs. Alternative two: Introduce new product line, Mountain Man Light in existing market targeting younger generations in the Eastern Central region of the US. Pros Cons Attract newer customer segment, which is already looking for products such as light beer. Risk higher costs versus profits initially. Capture diversified market segments through increased product lines. May not earn brand loyalty like MM Lager did, which might further affect brand image of MM Lager. Improve market share while banking on existing brand image of Mountain Man. ...
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