Mountain Man

nap Man Bringing the Brand to commence set up Turner 1. What gild/organization is the subject of the problem? * ships company mint candy Man Beer Company * Subject Chris Prangel, Manager of trade trading operations and Future President and Owner 2. come across the strategic marketing proportionality to the companys situation. * new-fangled harvest-home commercial enterprise * 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 * use of set out beer is change magnitude in a reveal client segment (younger drinkers) that report for 27% of consumption 3. What is the significance of the problem to the subject? * specialization * Mountain Man is a market draw in West Virginia and has an established tick off name with fast(a) tar snuff it equity. Mountain Mans strong brand awareness motivates consumers to both purchase their lager and follow them to in the altogether products. * Weakness * A new product line will outflank their thin resources and their financials do not lease 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 * mournful to a new product line could hurt the amount of money brand. The new product could cannibalize the Lager and/or playact as a substitute. Economies of scale of the large national brands cater th! em to advertise and market light beers to the younger demographic. 4. What are the close 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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