...Mountain Man Brewery is experiencing declining sales for the first time in the company’s history 1) Age Demographics • Mountain Man’s beer drinker’s Proof Central East Region Market Size overall Market Size MM Competes in MM share (Barrels) Profit $ 2004 38,678,720 4,718,618 2005 37,191,077 4,648,885 2006E 35,703,434 4,462,929 are getting older and decreasing their frequency of purchases • As Mountain Man’s beer drinker’s are aging the children of a Mountain Man drinker are not choosing Mountain Man beer as their primary choice 530,400 $4,887,636 520,000 $4,791,800 509,600 $4,695,964 2) Increased presence of large multi-national brands in Mountain Man’s distribution area (Case Fact) • Distributors supporting beer brands on basis of turnover and margins; dropping brands that do not contribute to bottom line • Large brands maintain economies of scale in brewing, transportation and marketing; Increased pressure 3) Distributors not willing to help build Mountain Man brand awareness • Mountain Man is not a popular customer to distributors because of small market share presents • Small shipments of under 600,000 barrels annually. Mountain Man provides a high quality beer that hard working men enjoy Loyal – Hard Working - Deserving A Mountain Man beer drinker • Blue Collar • Middle to low income men over age 45 • Purchase beer at off premise location (liquor stores) • Working man (trades) (large population of workers) • Since 1925 Oscar has...
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... 12/12/07 2:17:59 pm Contents To the limit? Beyond the mountain Keep hope alive! page 4 page 6 page 8 These texts look at different kinds of challenges, from taking part in extreme sports to experiences that change the way people think. They also explore how facing a challenge can inspire people. Facing the challenge FTC_booklet_282644.indd 3 3 12/12/07 2:18:04 pm In this article, Louise Rogers tries to understand why young people are attracted to extreme sports. You can now go deep sea diving without oxygen and do parachute jumping from space. These activities are apparently some of the latest examples of extreme sports. They certainly sound extremely dangerous, and it’s tempting to call them extremely stupid too. You begin to wonder what people will do next: white water rafting without the raft? Skateboarding down Everest? What exactly are extreme sports anyway? According to sports expert Angie Naidoo, they are action sports usually done by someone on their own rather than in a team. ‘Extreme sports involve more than one of the following: speed, height, danger or spectacular stunts,’ explains Angie. ‘They are also often about challenging some aspect of the natural world, whether it’s defying gravity or scaling a very high mountain. They are not all as extreme as parachuting from space! And extreme sports are not just a recent trend either: skiing, skateboarding, in-line skating and mountain biking are all examples of extreme sports that people have done...
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...Mountain Man Brewing Company was established as a family concern in 1925 in West Virginia by Guntar Prangle. The company brewed single-product beer, Mountain Man Lager, which won “best beer in West Virginia” and was elected as “America’s Championship Lager”. Mountain Man Lager featured quality, bitter favor and slightly higher-than-average alcohol content that uniquely contributed to the company’s brand equity. Mountain Man was a local market leader and distributed its lager in several states outside West Virginia. By 2005 Mountain Man was generating over $50 million in revenue with over 520,000 barrels of Mountain Man Lager sold. However, Mountain Man had been facing serious challenges. Its revenue was encountering a 2% yearly decrease in 2005 as it faced fierce competition. Light beer was sweeping the beer market and gained 50.4% of volume sales in market share in 2005. Thus, the objective of Mountain Man in this case study is to increase sales revenue by moving into the light beer market. Chris Prangel, son of the company’s owner, hoped to achieve three goals in his marketing campaign: 1.) To produce a light beer in the hope of attracting younger drinkers to the brand; 2.) To sustain the core brand equity of Mountain Man Lager; 3.) To maintain a steady share of its market segment by regaining the 2% annual loss. Mountain Man’s revenue was declining as it faced new products, which threatened to steal its customer base. However, Mountain Man met difficulties to make changes...
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...Bringing the Brand to Light MOUNTAIN MAN BREWING COMPANY CASE ANALYSIS Pei-Chi Lee Rahul Lakhanpal Feridun Sarihan Saim Onur Tamer Weiqiong Vivi Zhuang March 29th, 2011 Problem Definition Facing decline in annual sales, changes in beer drinker’s preference and continuous growth in light beer sales in the whole beer industry, Mountain Man Brewing Company (MMBC) is standing at a crossroad as to whether or not introduce Mountain Man Light to expand consumer demographic into younger consumer segment and capture light beer drinkers. Advantages of doing so were obvious, however, the possibilities of diluting the Mountain Man brand equity, alienating the core customer base and cannibalizing sales of Mountain Man Lager were some real risks that could irreversibly damage the brand. Thus they need to address two issues: whether or not to launch Mountain Man Light and what strategy to employ for the introduction of Mountain Man Light. Pros of Launching the Mountain Man Light As the only beer category demonstrating consistent growth, light beer had been steadily gaining market share, increasing from 29.8% in 2001 to 50.4% in 2005. This was high growth rate that any beer manufacturer should not ignore (Exhibit1). Furthermore, Mountain Man Light would have different customer demographic and different distribution channels from that of the existing Mountain Man Lager thus minimizing the risk of cannibalizing Mountain Man Lager’s current sales. First of all, launching light beer...
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...begins to form a community within a treacherous forest. Dark earthy colors of green and brown cover the timberland, while murky blues and grays distinguish the ocean shoreline and the thunderstorm among the distant mountains. In the background of the painting dusty pinks and blues form the sky of the rising sun, while beams of light begin to hit the mountain peak. In the distance, the unruffled ocean meets the pale gold morning horizon. As the sun rises in the east it appears to push away the gloomy storm clouds which mask the seabank and west side of the mountain. The two sides of the sky contrast each other, creating a focal point which draws the...
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...Mountain Man Light: More Profits or Less Brand Equity? TMBA BBUS 506 A Michael Cavelero, Joel Engstrom, Nesreen Zadah, David Tobey 5/3/2010 1 | P a g e Introduction "We are not here to sell a parcel of boilers and vats, but the potentiality of growing rich beyond the dreams of avarice." – Samuel Johnson, ‘On the Sale of Thrale’s Brewery’ “Some of those coal miners could really drink some beer. We would always stay until closing time, and it happened so many times that the busses were not running anymore. Many weekends we’d get back early in the morning, and we had to be at the coal mines at six in the morning. All we could do was change our clothes, take our lunch bag and go to work.” – Jeff Noordermeer, ‘Fifty Years of My Life’ It should surprise no one that West Virginia is beer country. Originally “beyond the pale” of European settlement in Virginia Colony, the Appalachian Mountains were nevertheless welltraversed by Scottish traders hawking spirits to the resident Cherokee. The cessation of the French-Indian war in the 1760s brought permanent settlement by Welshmen, Germans and even more English – all of whom fancied a solid stout. The 1800s saw the start of the long coal boom that transformed Appalachian society, converting subsistence farmers into coal miners and commercializing beer production to meet rising demand. That trend continues today: so popular is beer that West Virginia University has classes on the subject. Mountain Man Brewing Company...
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...We started our excursion up Table Mountain, where we stopped at the Rhodes Memorial. From Rhodes Memorial the urbanization of Cape Town and the effects of urbanization on the land is very much evident. The acid sand plain was evident as well as the Malmesbury shale and the vegetation associated with it. It was clear that’s Rhodes Memorial itself was built from granite most likely situated in the area, the granite is situated along the table mountain and along Chapman’s Peak. The granite in some places had intruded through the surface and through this had also caused large amounts of pressure on the Malmesbury shale, causing it to become hardened and become more resistant, and so most landforms are then rigid in formation. Some environmental constraints on Table Mountain associated with plants are the fact that the soil is very shallow on a steep gradient. The sandstone nutrition is very poor, shallow and is acidic. Fire are also frequent on the north facing slope due to more heat from direct sun rays. Although this is good for plants to photosynthesize, lots of moisture from the heat is lost and the area is effectively dry. Another adaptation for most fynbos plants is the fact that they have sclerophyllous leaves which are hard, leathery leaves that enable them to reduce transpiration and therefore resist the dry and hot conditions of summer. Silver trees as well also have a similar adaptation, the silver trees have large numbers of fur which decrease the amount of evaporation...
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...Desert is the driest on earth. Some weather stations have never recorded a drop of rain. Causes of Aridity (3) - Rain Shadow Effect: Dry Air Dry Air 3. The leeward side 3. The leeward side 2.The windward side 2.The windward side Rain from expansion and cooling Rain from expansion and cooling 1. Approaching Air mass 2. Approaching Air mass High Mountain Ranges may lead to the formation of desert areas by intercepting precipitation from moist, prevailing winds Leeward: facing away from prevailing winds Leeward: facing away from prevailing winds In these circumstances, windward slopes of the mountain ranges receive more rainfall than leeward slopes which will be in the rain shadow. In extreme cases, the leeward slopes may experience arid or semi-arid climate conditions. 1. Approaching Air mass – moist air brought inland by prevailing winds over a body of water 2. The windward side – as moist air is forced to rise over mountains by prevailing winds it cools and expands. Condensation occurs on the windward side of the mountains, since the colder air cannot hold as much water...
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...Background * Chris Prangle…. MBA graduate to manage the mountain man beer company * Guntar Prangle founded Mountain beer 1925. * Family owned business – inherited for 5 years. * Initially was called as West Virginia beer. * In 2005 …generating revenues $ 50 million and selling over 520,000 barrels of mountain man lager. * Price was $ 2.25 for 12-ounces serving and $4.99 for 6 pack in local convenience store. * Was priced similar to premium brands such as Miller and Budweiser. * Chris want to launch “Mountain Man Light” a “Light Beer” formulation of Mountain Man Lager. * Hoping to attract younger drinkers to the brand. * dark brown bottle packaging. * Last 6 years the sales of Light beer has been growing at a annual rate of 4% and traditional beer declining. * Mid 20’s were very supportive of this light beer. * Woman in her early twenties….. I like light beer and passé (outdated) . would like to try Mountain Man Light. * Brand played a critical role in the beer-purchasing decision. * Consumer considered taste, price, the occasion being celebrated, perceived quality, brand image, tradition and local authenticity. * Drink was for blue-collar, middle-to-lower income men over age 45. * Won awards for best beer championship. * Was consumed by working class males in the East central region on Chevrolet and John Deere. * Subjective attributes were – smoothness, % of water content, and drinkability. * Had...
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...were made of over 465000 square pieces and imported from Cincinnati, Ohio. At the time the work cost around 25000 dollars to make. In this essay I will describe three of these pictures and explain how I interpret each mural. On panel one, also called the Chumash you will see a Chumash man facing the spectator. He is holding an enormous fish in his left hand and in his right hand he holds a paddle. His face is painted in black and white colors and he has middle long black hair. He’s dressed in a white small kirtle. On his right side there is a woman struggling with carrying a big sack with help of her head. It seems like she is about to go back to the village. She is wearing a long white dress that goes down to hers calf, the dress also has horizontal black stripes farthest down. Both characters are standing in some sort of a harbor. In the background there is two tomols that we today call boats. The...
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...The word personification means the attribution of a personal nature or human characteristics to something non-living. Personification is one of the most common figures of speech that is used in The Hobbit. Tolkien uses personification a lot in his story. It impacts the story in an interesting way. J.R.R. Tolkien uses personification in his setting to bring his setting alive to show how each “place” can impact reader’s lives. Tolkien names his settings in a particular way. The names of the places are symbols of the characteristics of the characters. As a result of the journey to “The Lonely Mountain” Bilbo shapes into a hero and the company sees him as a hero. The Lonely Mountain is significant because it shows their journey. It also shows all...
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...The stories “Sharon Woods: No Limits” and “The True Story of Lake Ontario, both have characters which are seen as role models. Sharon Wood and Marilyn Bell Di Lascio both overcome their challenges by not giving up and through determination. However, Marilyn Bell Di Lasico is a better role model for she had determination to swim to Toronto, even though she believed that she was not going to succeed. On the other hand, Sharon Wood thought that she would not have been able to climb back up the mountain, so she decided to just stay at the bottom to wait for her partner. In The story of Sharon Woods, She is climbing Mt. Everest, which happens to be one of the tallest Mountain in the world. By such an act, it requires a lot of determination and...
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...COMPANY NAME/WEBSITE/INDUSTRY Green Mountain Coffee Roasters, Keurig Coffee/ www.gmcr.com, www.keurig.com / Specialty Coffee-Coffee Makers BACKGROUND/HISTORY Green Mountain Coffee Roasters, Inc. is a leader in specialty coffee and coffee makers, is highly recognized for its award winning coffees, environmentally and socially responsible business practices, and innovative brewing technologies. Green Mountain Coffee Roasters was founded in 1981 by Bob Stiller in Waitsfield, Vermont. In 1993 GMCR goes public and stock opens at $10. In 2006 GMCR acquires Keurig Incorporated, a single cup brewing system for coffees, teas, hot chocolate and apple cider. Green Mountain Coffee Roasters has teamed up with some of the strongest beverage companies and have acquired and merged with several specialty brands such as, Starbucks and Dunkin Donuts. They have also have Keurig licensing the patents for creating the single-serving unit called a “K-cup.” In 2007 Larry Blanford took the position of CEO and President of GMCR while Bob Still remains as Chairman of the Board. 2012 Brain Kelley joined GMCR and was named President and CEO and still holds that position today (www.gmcr.com). Michelle Stacey is currently the president of Keurig Inc. As of December 28, 2013 GMCR net sales were $1,386,670 and their gross profit was $464,047(http://finance.yahoo.com). SWOT ANALYSIS Strengths: * Strong brand name. * Unique and large variety of products in the coffee market. * Environmentally...
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...Introduction The troubles facing the Green Mountain resort are to do with staffing issues /concerns and the problem with turnover. Although the location of the resort is not ideal (located in the poorest area of the state), the management had attracted a group of hard working employees. Yet due to lack of promotion and advancement at the resort, the excellent members of the staff have moved onto other resorts leaving behind the novices and poorer workers. This is where the underlying problem arises, as the staff turnover rate was so high due to new employees having to be hired, that the added training for the variety of assignments staff would undertake was crippling management. This sort the management to find a solution to fix their high turnover rate. A consultant (although not an expert in the industry) was brought in to help fix this problem. The consultant aided the management in figuring out what they were actually looking for and the execution. The management found that older employees spoke so highly of the training and opportunities given to them by their resort that word got around creating a platform of newer ambitious people began to apply for positions with Green Mountain. This allowed the management to embrace not only the high employee turnover rates, but also the companies new title of being a building block, in return for high employee work and service rates. Case Questions 1. From the six change images, which Gunter held? Gunter was an owner and the resort...
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...Mountain Man Case Write-up – Marketing Executive Summary: Mountain Man Brewing Company’s (“MMBC”) goal is to increase Net Income to over $4.5 million annually by capturing an 8.3% share of the 2010 projected age 21 to 27 East Central light beer segment and retaining a 6.7% share of the 2010 projected East Central premium beer market (Exhibits 3 and 5). MMBC’s obstacle is marketing its new light beer without tarnishing its existing Mountain Man brand and cannibalizing its current customers. To achieve this, MMBC should use a horizontal product extension strategy by introducing a new light beer called Mount Light. The new product’s name will be noticeably different than the existing Mountain Man beer, thus reducing the likelihood that it will tarnish its existing brand equity. Mount Light will target the young “first time drinker demographic”, which is a market segment that is significantly different than the current typical Mountain Man consumer. To gain a competitive advantage relative to the large domestic brewers, MMBC should position the new product as an “anti-big-business” beer, making it attractive to younger consumers, and execute a grass-roots marketing campaign. Problem Analysis The status quo strategy for MMBC is not viable: • MMBC revenue is declining (2% annually) and is likely to accelerate due to increasing competition and changing consumer preferences • Light beer is growing rapidly (4% annually) but MMBC is not participating in this market • Mountain Man...
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