Questions We Can Help to Answer
Instructions:

This is one case that is required as part of your class participation and contribution grade. Using the following questions as guidelines, please prepare a case analysis of NO MORE THAN 2 pages Case: “Mountain Man Brewing: Bringing the Brand to Light”

Preparation questions for this case:
What seems to be causing Mountain Man Brewing Company’s (MMBC’s) decline in spite of its apparently strong brand?
What has made the MMBC lager brand so successful? What is MM’s “Brand Story”.  How does that story transfer to the light beer market?
What is distinctive about MMBC’s products? Customers?
How are MMBC’s promotional efforts different from competitors and why are they effective?
What is MMBC traditional lager “Brand Story”
Thinking about your MMBC “Brand Story” and the economics of introducing MMBC light beer, do you think that introducing Light beer will solve the growth decline?
Please note that you should use the case data and any other information you think is relevant in order to estimate the total market available to Mountain Man Light and also its required Break Even market share if you are considering launching the light version of MM.


If so, why? If not, what would you suggest as a strategy to stabilize and grow