Mountain Man Brewing Co Bringing the Brand to Light Case Solution

Case Solution

When students hold the British-language PDF from the Brief Case in the course pack, they'll may also buy a sound version. Chris Prangel, a present MBA course graduate, has returned where you can West Virginia to handle marketing methods in the Mountain Guy Beer Company, a family group-possessed business he stands to inherit in five years. Mountain Guy brews just one beer, Mountain Guy Lager, also known as West Virginia's beer and well-loved by blue-collar employees. Due to modifications in beer drinkers' taste preferences, the business is becoming dealing with lowering sales the first time within the history. Responding, Chris desires to launch Mountain Guy Light, a simple beer formulation of Mountain Guy Lager, with the expectation of getting in additional youthful customers for the brand. However, he encounters resistance from senior managers. Mountain Guy Lager's brand equity can be a key source of Mountain Guy Brewing Company. You now request , whether Mountain Guy Light will enhance it, detract out of this, or irreversibly damage it.

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Questions Covered

What has made MMBC successful? What distinguishes MMBC from its competitors?

What has caused MMBC to decline even though it has a strong brand?

What are the pros and cons for MMBC to consider concerning introduction of a light beer?

Should MMBC launch Mountain Man Light? What is required for this brand to break even in two years?

What other strategic options does Chris have if Mountain Man Light is not launched or is unsuccessful?