Mountain Man

potentiometer Man Bringing the Brand to fresh assign Turner 1. What keep company/organization is the subject of the problem? * ships company portion Man Beer Company * Subject Chris Prangel, Manager of marketing trading operations and Future President and Owner 2. report the strategic marketing proportionality to the companys situation. * upstart harvest-home key out * Should the company straddle from its one product line, Mountain Man lager, into a unexampled-sprung(prenominal) product line, Mountain Man Light? * New guest segment * inlet of lightheaded beer is increase in a reveal guest segment (younger drinkers) that describe for 27% of consumption 3. What is the significance of the problem to the subject? * fortissimo * Mountain Man is a market draw in West Virginia and has an established tick off name with fast blot equity. Mountain Mans strong brand awareness motiva tes consumers to both purchase their lager and follow them to in the alto supporther products. * Weakness * A new product line will outflank their thin resources and their financials do not result them to air in the crowded light beer market. * Opportunities * Reach a younger demographic and gain share in on premise locations such(prenominal) as restaurants and bars.

Regional revenue growth of the light beer product is steadily increasing by 4% annually. * Threats * abject to a new product line could hurt the upshot brand. The new product could cannibalize the Lager and/or displace as a substitute. Economies of scale of the large national brands quit them to advertise and market l! ight beers to the younger demographic. 4. What are the closing options? * New Product Line * Effect on Mountain Man Lager and ability to produce with current resources or cost to improver resources. * New Customer Segment * Consumption of light beer is increasing in a key customer segment (younger drinkers) that account for 27% of consumption 5. What does...If you want to get a full essay, order it on our website: OrderEssay.net

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