MARKETING 4PS in Mountain man Beer Company
Mountain man Beer business is a family business that was established by Prangel in 1925. He re-invented a mature family recipe that produced a tasty and sour flavor beer named as Mountain Man Lager. The beers reputation was well well-established all through the East and Central of the United State in the 1960s (Abelli 2007). Over the years the beer gained a lot of revenue and a wide spread market. Branding of the beer in the company played a significant role in the purchasing of the beer in the company. This awareness on branding lead to the success of the company and in market research report, the mountain man lager brand was recognized among the many brands in the market. The increase in its sales was also attributed to the quality production of the beer which was smooth, right quantity of water percentage. However the brand had a unique characteristic which the customers needed that is its bitterness, above average alcohol content and it attributed to the company’s brand impartiality (Abelli 2007). Though the business was doing well it was however evident as the years went by that the product preference among the customers was changing and this had to call for a change in the MMBC plans and strategies (Abelli 2007). This paper therefore will discuss further on the strategies that the company applied with some of the alternative solution that are important in changing the business as well, as some of the major recommendations that would be recommended in the company.
With the coming back of Chris Prangel in 2006, he realized that the first time in the company’s history, the sales had declined as a result of the changes in the products preference in the market. He therefore sought to invent another brand specifically made to attract young drinkers into drinking the brand (Abelli 2007).Another challenge that faced the company was the competition that resulted in two classes where in the first class there was the competition between the major domestic manufacturers.
Implementation of the 4ps market strategies would enhance the MMBC to enter into the new market. The company should focus on producing products that are of higher quality and should as well be creative enough to innovate new and better beer product in the company. The company should sell beer that is authentic, convenient and trusted by the customers to enhance sales. The brand should be advertised so as to create maximum awareness to the public thus attracting more customers. Since the MMBC is experiencing so much competition it should keep their prices low and fair to attract customers but again they should ensure that their profit margin is high. Price discounts should be offered occasionally this being one of the pull factors in the company. The company should look forward to expanding their business further thus becoming more extensive for more sales from just one place to all over the world.
It is thus recommended that the MMBC should use the promotion technique so as to increase its sales across the border. Having the expansion objective as one of their core market goal they should put more forces into promoting their business through advertising method which involves the use of search engines, add-ons, pop-on messages, television advertising and billboards so as to create more awareness of the company and their product. This will ultimately lead the company in the new market.
References
Abelli, H. (2007). Mountain Man Brewing Co.: Bringing the Brand to Light. Harvard Business School Cases, 1.
