Mountain Man

plenitude small-arm Brewing Company was established as a family concern in 1925 in westmost Virginia by Guntar Prangle. The confederacy brews single-product beer, mound gentleman Lager, which won best beer in West Virginia and was elected as Americas statute(predicate) title Larger. circle valet de chambre Lager features quality, cutting esteem and slightly higher-than-average alcohol content that uniquely contributed to the companys brand rightfulness. Mountain Man is a topical anaesthetic mart leader and distributes its lager in several states after-school(prenominal) West Virginia. By 2005 Mountain Man was generating over $50 jillion in taxation with over 520,000 barrels of Mountain Man Lager sold. However, Mountain Man has been facing serious challenges. Its tax was encountering a 2% yearly decrease in 2005 as it faces fierce competition. Light beer is sweeping the beer securities industry and gained 50.4% of volume blunt sales in market per newsa in 2005. Thus, the objective of Mountain man in this case study is to accession sales revenue by moving into the light beer market. Chris Prangel, son of the companys owner, fancyd to achieve two goals in his trade constrict: 1.) To produce a light beer in the hope of attracting jr. drinkers to the brand; 2.) To sustain the core out brand equity of Mountain Man Lager; 3.) To maintain a ravisher share of its market fraction by regaining the 2% annual loss.

Mountain Mans revenue is declining as it faces newborn products, which threaten to steal its customer base. However, Mountain Man meets difficulties to nominate changes alo ngside a changing market. The light beer mar! ket was evolution steadily, and younger drinkers preferred light beer to other categories. Further, the severalize consumers segment for beer companies is younger drinkers, as most industry observers believe. However, the core customers of Mountain Man, featuring blue collar, middle-to-lower income men over age 45, prefer and fare used to the taste of Mountain Man lager, and more of whom librate that yuppies consume light beer. In fact, a demographic...If you requirement to undertake a full essay, order it on our website: BestEssayCheap.com

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