Mountain man brewing company perform a swot analysis for mountain man brewing company. Mountain man brewing company case study homework essay. Mountain man brewing company essay 4415 words cram. Mountain man lager is popular to a market share made up of bluecollar males 45 years old and older. Bringing light to the mountain man for light diversify and expand product offering away from a narrowing market exposure to growing market segment i. Mountain man brewing co bringing the brand to light, spanish. Consecutively the company grew as a legacy brewery, gathering a very strong brand loyalty and positioning. Answers 1 there are several factors that have enabled mountain man brewing company mmbc to create a strong brand and set itself at par with its competitors. Mountain man brewing company case study solution case. Bringing the brand to light it was february 20, 2006, in the new river coal region of west virginia. Mountain man brewing company overview essay 897 words 4 pages. Mountain man brewing company case study free essay example.
Ever since, it has marketed towards the blue collar, middle to lower income population in the region with its bitter, higher alcohol content lager. Mountain man mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company mmbc from one product, mountain man lager, to adding a light version of the beer. Mountain man brewing company case study analysis free download as powerpoint presentation. Mountain man brewing company s positioning in the east central market according to alvin j. Background mountain man beer company or mountain man is an independent brewery founded in 1925 by the prangel family, specializing in the production of reformulated beer using distinctive ingredients. Case study mountain man brewing company 2001 words 123. Mountain man brewing company by prezi user on prezi. Mountain man brewing company case solution, mountain man brewing company case analysis, mountain man brewing company case study solution, mountain man brews simply one beer, mountain man lager, likewise also known as west virginias beer and. Mountain man brewing company mmbc case study january 5 about me. The company is now operated by guntars grandson, oscar. Mountain man brewing company name name of instructor name of institution contents contents 2 executive summary 3 market report 4 the business case 4 recommendations 6 marketing and positioning 9 conclusion 10 references 11 executive summary mountain man brewing company is faced with challenges related to the marketing of its new mountain man. When you are discussing the opportunities and threats, please try to find at least one issue relating to each of the pestel categories. Mountain man brewing company problem statement mountain man lagers main customer is an older generation, bluecollar worker, which make up a larger percentage of the sales.
Aug 11, 2017 mountain man brewing company is a family owned brewery located in west virginia that has been strong presence as lager brand in this region. Mountain man brewing company case study analysis brand. There are many factors that have enabled mmbc to create a strong brand. Selecting a new creative mountain dew is a carbonated soft drink invented by hartman beverage company in 1940. Mountain man brewing company case analysis youtube. Mountain man brewing company case solution and analysis. Pest analysis pest analyses is a widely used tool to analyze the political, economic, sociocultural, technological, environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to. Familyowned, west virginia brewery founded in 1925 by guntar prangel launched mountain man lager formulated from a family brew recipe current owner is guntar prangels son, oscar mountain man lager west virginias beer flagship beer. Gold team 5 ashley, casey, jordon, usman 3,520 views. Profitability case study interview example solved by. Mountain man brewing company harvard business school. Aug 31, 2016 mountain man brewing company founded by guntar prangel in 1925.
Mountain dew selecting new creative term paper warehouse. When students have the englishlanguage pdf of this brief case in a. Mountain man brewing company free download as word doc. Founded in late 2012 by sligo native phil cullen, mountain man brewing ltd. Profitability case study interview example solved by exmckinsey. Mountain man brewing company mmbc has produced a quality lager beer for 80 years that is deeply entrenched in the east central region of the united states. Taste is achieved through a selection of rare bavarian hops and unusual strains of barley creating a defined mountain man quality. In 2005 sales have dropped 2% relative to the prior fiscal year. Chris prangel recent mba graduate soon to inherit mmbc. Mountain man brewing company 1401 words case study. Defining and solving the root problem to secure the. What is mountain man brewing companys positioning relative to its competitors.
Mountain man brewing company is a family owned brewery located in west virginia that has been strong presence as lager brand in this. Chris prangel, a current mba graduate, has actually returned house to west virginia to handle the marketing operations of the mountain man beer business, a familyowned organisation he stands to acquire in 5 years. Mountain man brewing company founded by guntar prangel in 1925. The company sells its beers primarily in illinois, indiana, michigan, ohio, and of course, west virginia and is considered a secondtier domestic producer in the beer. More this paper has been submitted by user hazel galloway who studied at colorado school of mines, usa, with average gpa 3. The mountain man brewing company expansion 15 words 5 pages. This case study on mountain man brewing company was written and submitted by your fellow student. This ppt provides a detail summary of the whole case study as per the hbr format which was done at b school. He established his first brewery on a hill outside of copenhagen. Mountain man brewing company case analysis mountain man brewing company executive summary started in the year 1925 by guntar prangel mountain man brewing company mmbc was a wellentrenched company in the east central us by 1960. Byrnes mountain man brewing company case overview this case study evaluates the thinking behind the new introduction of a light beer. Mountain man brewing company case 1948 words 8 pages. The mountain man brewing company essay example topics. Mountain man lager is known for its reputation as a quality beer and is targeted throughout the east central region of the united states.
Mountain man brewery carries a legacy in a mature business. Mountain man brewing company case analysis 2390 words. It had a distinctive rancid taste, somewhat higher than average alcohol content and was believed a forceful working mans beer. Mountain man brewing company case study solution and. The carlsberg group is a danish brewing company it was founded in 1847 by jacob christian jacobsen mostly known as j. Mountain man brewing co bringing the brand to light. Due to the authentic brand, excellent taste and an image of bluecollar toughness, mountain man lager has been. Mountain man brewing company mmbc is a family business founded in west virginia in 1925 by guntar prangel. Launched mountain man lager by reformulating an old family brew recipe. Mountain man beer company mmbc, a familyowned business he. Silk, a positioning statement is designed to define who are a company s customers, what set of needs does the product fulfill, and why is the product the best one to fill those needs 2006, p. Although chris firmly believed that the window of opportunity for introducing mountain man light was closing, oscar had warned, look at what.
Mountain man brewing company case report company overview mountain man beer company mmbc is a familyowned brewing company that is the maker of mountain man lager, or west virginias beer. Mountain man free download as powerpoint presentation. The 8 weeks brewing time fits in with the unhurried lifestyle of the area, allowing our beers to become full flavoured quality brews. Mountain man brewing co bringing the brand to light hbr store. Assuming 2% drop in revenues every year, i have calculated the following.
Jacobsen then, decides to name the brewery after his son carl and on the bjerg hill on which the brewery was built on. Bringing the experience of craft beer and wine to the 4 state region. Chris prangel, a recent mba graduate, has returned home to west virginia to manage the marketing operations of the mountain man beer company, a familyowned business he stands to inherit in five years. The company has only one product of beer known as mountain man lager which is produced under the taste of family trend in a refined way. Mountain man brewing company only offers two main products. Byrnes mountain man brewing company case overview this case study evaluates the thinking behind the new introduction of a light beer by mountain man brewing company. Mountain man brewing company mmbc is a 2nd tier domestic beer manufacturer based out of west virginia. Mountain man brewing company demonstrates a history founded in 1925 by guntar prangel, a coal mineworker with a homebased brewery, and advertised mainly to additional mineworkers, mountain man lager highlights superiority elements, a unpleasant taste and shadowy tinting. The mountain man brewing company is a family owned business which basically brewed one beer named mountain man lager. Mountain brewing company believes in using quality products to brew outstanding beer, and the quality of mountain brewing company s beers has been noticed and awarded 6 national gold medals for five of its beers.
Mountain man brewing bringing brand to light marketing essay. Mountain brewing company believes in using quality products to brew outstanding beer, and the quality of mountain brewing companys beers has been noticed and awarded 6 national gold medals for five of its beers. Essay mountain man brewing company 1220 words cram. He is seeking to maximize market coverage while minimizing brand overlap, and at the same time avoiding any brand equity damage, as mmbcs core. Mktg case analysis 1 case report 1 mountain man brewing. When trainees have the englishlanguage pdf of this quick case in a coursepack, they will likewise have the alternative to buy an audio version. What are the positives associated with launching mountain man light. Mountain man brewing company case analysis high quality. Mmbc is positioned as a leader among local brewers in the east central region, being one of the four regional breweries still operational in west virginia. Mountain man brewing company is established by guntarprangel in 1925 as a family business which is continued by his son then his grandson. Its bright yellow green in color and has more sugar, citrus flavor, and less carbonation as compared to the other soft drinks available in the market. Doc the mountain man brewing company is a family owned.
They have a very specific target market of working classblue collar men, middle to lower income market. Mountain cowboy brewing company, frederick, colorado. Guntar prangle founded mountain man brewing company in 1925 in west virginia and is still owned and operated by his family and commands among the highest brand loyalty rates of any beer brand. Mountain man brewing company creates an aura of authenticity with its status of an independent, familyowned brewery.
Problem statement due to the changes in customer preferences, the company has experienced a decline in annual sales of 2% from 20042005 and is struggling to maintain its market share in the premium segment of the beer market, where other companies have disappeared. Mountain light is produced to target a market population of consumers in their early 20s, and women. Mountain man brewing company harvard business school case study. Mountain man brewing company is a family owned brewery located in west virginia that has been strong presence as lager brand in this region. With recent declining sales for mountain man beer company mmbc, chris prangel is considering launching mountain man light as a brand extension aligned with changes in beer drinkers preferences. Mountain man brewing firm was an autonomous, relations owned brewery that produced the mountain man lager, a beer recognized for its authenticity, quality and toughness. We are a craft brewery and coffee house located in the historic downtown of frederick, co featuring handcrafted ales and lagers and. An introduction on mountain man beer company what is its. Oscars son, chris, is slated to inherit the business in five years when his father retires. Mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company mmbc from one product, mountain man lager, to adding a light version of the beer. Mountain man brewing company case analysis essay 2374.
Mountain man brews great tasting craft beer using the finest quality malt and hops for people who colour outside the lines. Chris prangel, a recent mba graduate, had returned home a year earlier to manage the marketing operations of the mountain man beer company mmbc, a familyowned business he stood to inherit in five years, when his father, oscar prangel, the president and owner. Dec 10, 2014 mountain man brewing company gold team 5 duration. Duck dynastys mountain man first public testimony duration. Mountain man brewing company exemplifies this history.
Bringing the brand to light chris switched off the videotape and glanced up at a photograph of his father with a group of rugged, middleaged men from the coal miners union. See more ideas about mountain man, west virginia and brewing company. The unique taste of mountain man lager, along with its affordable pricing was wellreceived by bluecollar consumers, specifically workingclass males, making it a historically popular brand in. Prangel, a coal miner with a home brewery, and marketed. When students have the englishlanguage pdf of this brief case in a coursepack, they will also have the option to purchase an audio version. Mountain man brewing company bringing the brand to light. Recent survey in west virginia with a 67% response rate rated mountain man lager as the. The cause is from a stiffening competition, a market that is maturing and new products. Aug 31, 2016 mountain man brewing company harvard business school case study 1. Mountain man brewing company case report 1 by adrian kevin wijono cheong kwok hao merrill donovan taim zhang kai guo jingyu jessica tan shu en toh pin yan g5 marketing mktg101term 2 ay201516 prof. Pestel pest analysis of mountain man brewing company case solution. Mahi owings mills, maryland, united states university of maryland, robert h. Aging demographic of mountain man beer consumers and while they are still loyal to the brand.
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