A Decision On Chris Prangel's Dilemma Involving The Mountain Man Brewing Company And Its Declining Profit Margins

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This case was created in order to come to a decision on Chris Prangel’s dilemma involving the Mountain Man Brewing Company and its declining profit margins. Located in the Analysis section is the current situation of MMBC’s product and the different kind of consumers their brand serves. Along with the distinctions of their product and customers is a definition of what a brand is and how brand equity is created and impacted. The analysis was conducted by having a firm understanding of the case and Prangel’s current situation. This report recommends that Prangel should consider his financial and marketing situation of both choices before making his choice. Finally, it was decided that to make it in the tough industry, MMBC should take the harder and more rewarding path of risking creating a new lite version of their Mountain Man Lager.
Introduction
One of the biggest problems companies may face is keeping up with the current trends and habits of all customers in their respective age groups. In a time period where trends can change as rapidly as they come, that makes it even harder for smaller and more domestic companies to compete with the larger, more known brands. This is especially true for the beer market, where the younger population consumes the more than 27% of all beer consumption in the United States and that number is still growing. In addition, these adults age 21-27 spend twice as much per capita compared to beer drinkers over the age of 35 and is projected to

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