Mountain Man Brewing Company

5978 Words Nov 22nd, 2008 24 Pages
Mountain Man Brewing Company

TABLE OF CONTENTS
COMPANY ANALYSIS .................................................................................. 3
OUR DECISION ............................................................................................. 7
FORECASTS AND ESTIMATES ................................................................. 8
BREAKEVEN ANALYSIS ........................................................................... 12
MARKET SUMMARY .................................................................................. 13
EXTERNAL MARKET ENVIRONMENT .................................................. 14
CUSTOMER ANALYSIS ............................................................................. 15
COMPETITOR
…show more content…
 Possible brand erosion
 Core customer base may perceive the light product on the store shelves as MMBC ―selling out‖ their target market in order to cater to another segment which MMBC perceives as better
 The Mountain Man brand name may not appeal to younger generations
 Younger drinkers perceive the Mountain Man name as being attached to drinkers who are ―working men,‖ ―blue collar,‖ and from the ―swing‖ and ―baby boomer‖ generations
 During a focus group session, a man in his mid-twenties was quoted saying ―Sounds pretty corporate…I think the beer is too strong for me anyway. I‘ll leave it to these guys to drink.‖
2) Introduce a light beer under a new brand name o Advantages
 Potential increase in revenues
 The light beer market has been growing at an annual compound growth rate of 4% over the past six years
 MMBC could grab a quarter of a percent of this market its first year and an additional quarter of a