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The Mountain Man Brewing Company
Pages 8 (2008 words)
BUSINESS REPORT: MOUNTAIN MAN BREWING COMPANY Name Course title Name of Instructor Name of Institution Date of Submission Contents Contents 2 Executive Summary 3 Market Report 4 The Business Case 4 Recommendations 6 Marketing and Positioning 9 Conclusion 10 References 11 Executive Summary Mountain Man Brewing Company is faced with challenges related to the marketing of its new Mountain Man Light brand without having a negative impact on the traditional Mountain Man Lager brand.
As a result, Chris Prangel, the company’s new manager is faced with tough decisions which he has to make. This is because of the desire to convince his father, the company’s founder, and other executives that the new brand can achieve success in the market without negative market impacts on the traditional beer. It is in this regard that a marketing campaign with an integrated marketing approach is recommended in this paper as a way of aiding Prangel’s decision making. Market Report The market that is presented in this case is that of a beer company which is faced with a challenge and dilemma in marketing its new brand. This challenge results from the desire to promote the new brand without affecting the positive image of quality and authenticity which the traditional brand has received from its consumers in the market. This market report is presented in form of an analysis of the business case with an aim of coming up with the most appropriate recommendation for the company’s new manager for solving the challenges and dilemmas that the company is faced with. ...
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