...Cold Mountain: Tomi Adegoke “He had grown so used to seeing death, walking among the dead, sleeping among them, numbering himself calmly as among the near-dead, that it seemed no longer dark and mysterious. He feared his heart had been touched by the fire so often he might never make a civilian again” (Frazier 230). Inman is deeply engrossed in death due to the war. He starts to question why these men die and what they’re dying for. This mostly indicates that a numerous amount of soldiers have been killed and thus causing Inman to ponder that life is simply a preface to death. This passage pertains to the theme of searching for meaning. From all these deaths Inman is forced to wonder why all these unnatural deaths are caused by so-called...
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...Mountain Man Brewing Company’s Positioning in the East Central Market According to Alvin J. 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. 90). I found this question challenging because a positioning statement should define “the place the firm wishes to occupy in its’ target customers’ minds” (Silk, 2006, p. 90). In the case of MMBC, the definition of the target customer was under discussion. For purposes of the first question, I developed the following positioning statement based on what I believe was the historical perspective of MMBC. Mountain Man Brewing Company produces Mountain Man Lager; the most authentic regional beer for working class East Central Americans, among all premium domestic beers, because of its distinctive quality, bitter flavor, slightly higher than average alcohol content and competitive price (Abelli, 2007, pp. 2-3). This positioning statement would help MMBC to target its product toward the blue collar worker in the East Central region. While not specifically stated in the case, I believe Mountain Man Lager met the following needs of this target audience: a need to feel toughness, pride in an East Central quality product, and an affordable price. MMBC’s strategic focus on this target audience helped it to be successful in the highly competitive market for premium beers, even when other local brewers...
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...Primates have over time become a major area for research and curiosity due to this reason. Numerous reports and journals have been written over time to try and explain and understand the biology and behavior of these human-like primates. This essay in particular seeks to bring to the light the biology and behavior of the mountain gorilla, and by the end also attempt to show the reasons and attempts to conserve this critically endangered species of primates. The mountain gorilla is considered one of the biggest primates in terms of physical attributes. The classification of this type of gorilla is very direct. Under the kingdom Animalia, the taxonomy flows to phylum Chordata, then subphylum Vertebrata, then class Mammalia and then its specific order Primates. The family is Hominidae, which is the same family as human beings, thus explaining the similarity in some attributes. This family also houses the chimpanzees and orangutans. The Hominidae are characterized by the existence of thumbs and also relatively big toes, of course excluding human beings. Further, they have well developed forearms for holding things and relatively longer legs for locomotion. More often than not, this family is confused with the family Hylobatidae which houses the apes and gibbons. However, the distinctive difference is the fact that Hominidae do not have a tail and their denture is more developed. Their teeth structure is very unique due to the presence of canines that have been known to develop into some...
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...Rocky Mountain Chocolate Factory Inc.— Preparing Financial Statements Teaching Notes: This case introduces students to the preparation of financial statements. Students are required, first, to consider the industry in which Rocky Mountain Chocolate Factory operates and determine the kinds of line items that would appear on the company’s balance sheet. Thus, the case encourages students to consider the broader business environment in which the company operates. The case gets students to use a spreadsheet to capture a series of chronological transactions. Students are required to record journal entries for both transactions and accounting adjustments. Students use the information from the spreadsheet to prepare a balance sheet and an income statement. The case provides guidance on how a spreadsheet should be set up so that students get immediate feedback about their progress. The case includes a suggested spreadsheet and recommends that income statement transactions NOT be posted directly to Retained earnings. The spreadsheet has subtotals for the unadjusted and pre- and post-closing trial balances. Facility with spreadsheets is a must for business professionals. Acquiring those skills takes time and practice. Thus, students ought to be discouraged, in our opinion, from photocopying the casebook spreadsheet and writing in the journal entries by hand in lieu of using a computerized spreadsheet. We use this case to reinforce the difference between cash-basis and accrual accounting...
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...MOUNTAIN MAN BREWING COMPANY Bringing the Brand to Light CASE STUDY ON BRAND MANAGEMENT AND PRODUCT INTRODUCTION Mountain Man a well-known brewing company is planning to introduce a new product line of beers. This case analysis and decides whether Mountain Man should go with its product introduction or not considering its financial health and brand value. Narendhiran S 2012H149236P 1. INTRODUCTION Company: Mountain Man Brewing Company is a family owned brewery located in West Virginia, established in 1925.Mountain Man brewed only one beer Mountain Man Lager also known as “west Virginia’s Beer” and a “Working man’s beer”. The company is experiencing a decline in sales by 2% due to changes in the preferences of beer drinkers. Present Position in the Market: Product – Mountain Man Lager, Bitter flavoured beer with slightly higher than average alcohol content and darker color. To accentuate its dark color, the beer was packed in a brown bottle, with its original 1925 design of crew of coal miners printed in the front. Mountain Man’s main differentiation from its competitors is its product. Price – Mountain Man Lager was priced similar to its competitors. Its price is $2.25 for a 12 ounce serving draft beer in a bar and $4.49 for a six-pack in a local convenience stores. Place – Their primary market was in East Central Beer Region – Illinois, Indiana, Michigan, Ohio and West Virginia. MMBC’s beer is mainly sold in liquor stores and super markets. Promotion – MMBC did not...
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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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...Software Requirements Specification for Mountain Bank Cell Phone App Version 5.0 approved CS455/Techs2ATee May 11, 2015 Table of Contents 1. Introduction 1 1.1 Purpose 1 1.2 Document Conventions 1 1.3 Intended Audience and Reading Suggestions 2 1.4 Project Scope 2 1.5 References 3 2. Overall Description 6 2.1 Product Perspective 6 2.2 Product Features 6 2.3 User Classes and Characteristics 7 2.4 Operating Environment 7 2.5 Design and Implementation Constraints 7 2.6 User Documentation 8 2.7 Assumptions and Dependencies 8 3. System Features 9 3.1 Establish Secure Session 9 3.1.1 Description and Priority 9 3.1.2 Stimulus/Response Sequences 9 3.1.3 Functional Requirements 9 3.1.4 Secure Session Test Script 10 3.2 Login 12 3.2.1 Description and Priority 12 3.2.2 Stimulus/Response Sequences 12 3.2.3 Functional Requirements 12 3.3 View Balances 13 3.3.1 Description and Priority 13 3.3.2 Stimulus/Response Sequences 13 3.3.3 Functional Requirements 13 3.4 View Transaction History 14 3.4.1 Description and Priority 14 3.4.2 Stimulus/Response Sequences 14 3.4.3 Functional Requirements 14 3.5 Transfer Funds 15 3.5.1 Description and Priority 15 3.5.2 Stimulus/Response Sequences 15 3.5.3 Functional Requirements 15 3.5.4 Funds Transfer between Accounts Test Script 16 3.6 Deposit 20 3.6.1 Description and Priority 20 3.6.2 Stimulus/Response Sequence 20 3.6.3 Functional Requirements 20 3.6.4 Successful Deposit Test Script 21 4. External...
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...Luana Bulseco Professor Joseph G. Smith MGMT 3100 May 2, 2013 Green Mountain Coffee Roasters: A Good Cup of Java In the beautiful mountains of Vermont, you will find the home of Green Mountain Coffee Roasters, Inc. (GMCR). In 1981, Robert Stiller, the company founder, while vacationing at a ski resort in Waitsfield, VT found a cup of coffee so good that he bought the company. At the time, Green Mountain was a small, specialty coffee store, and nobody would have imagined that GMCR would become one of the world's leading specialty coffee makers. Today GMCR is recognized for its award-winning coffees, innovative brewing technology, and socially responsible business practices. Reaching this point, however, was not easy and forced GMCR to master their marketing strategies in order to survive the competition. In a time and age when 'environmentally responsible' has become the latest buzzword in social and environmental responsibility is not a trendy marketing move. It is a key concept that has been part of the company's core commitment and values from the time when it was housed in a tiny storefront cafe. In fact, Green Mountain has been named one of the Top 100 Most Socially Conscious Corporations by Business, Inc. for two years running. The company's production plant has been certified organic since 1997, and they remain committed to offering high quality, completely organically grown coffee as a major part of their offerings. In addition to their commitment to organically...
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...Green Mountain Coffee Case Porter 5-force model Rivalry: a strong force Green Mountain coffee as a premium coffee maker, has only two current large threats, Starbucks, and Seattle’s best coffee. The leader of the premium coffee industry is Starbucks and does have the necessary resources to effectively compete with Green Mountain Coffee. Another issue facing Green Mountain Coffee is the threat of new entry. Since the premium coffee industry is a growing market, and with a relatively easy entrance into the market, this in turn increases the overall amount of product in the market and creates an overabundance in product. To combat rivalry as well as ensure supply Green Mountain as been very active in starting up coffee bean farms in South America to ensure quality and availability in the future. One strong point that Green Mountain possesses is that as far as premium coffee producers go, they are highly visible in work place offices as well as available at many gas stations in which they lend or lease coffee making equipment to these establishments and offer superior service, train, and perform preventative maintenance on this equipment. The potential switching costs for the buyers of Green Mountain would make it unattractive for them to switch to another supplier. Threat of Substitutes: A weak force The reasoning behind why the threat of substitutes is a weak force is that on general the reason people drink premium coffee is not to satisfy thirst, it is to enjoy a tasty...
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...and losses are to be included as directly relevant to the project decision-making process. It is a sub set of people who will be benefited or affected by the implementation of the project. In the case of Bolu Mountain Tunnel project, the set of people who will directly benefit from the implementation of the project are the people who can now avoid traveling by Bolu Mountain Passage (D100 highway) as they can get to there destination by traveling through the tunnel in much safer conditions along with reduced travel time. (ii) The purpose of the study The purpose of any social CBA is to examine and assess whether or not the social benefits of the proposed policy or project outweigh its social cost. By doing so, it can assist decision-making by facilitating the allocation of resources to their most valuable application. In the case of given article, the purpose of the study is to conduct the CBA of the Bolu Mountain Tunnel Project and examine if the project is worth to be implemented. (iii) The estimated project life over which the project is evaluated The estimated project life is the optimal period over which the project should be run to maximize its return to the project implementer. In other words, it is the project’s economic life over which the project is evaluated. In our case in study, the assumption made for the estimated project life is of 50 years. (iv) formative or summative These are models of CBA analyses that differ from one another. In formative...
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...| | | Study of Mountain Man Brewing Case | Student Name Institution Name Date By the year 2005, the barrels that mountain man lager sold were well over 520,000 barrels. This translates to the brand receiving revenue of slightly above $50 million. The beer also holds a respectable market share and a top market position in West Virginia for a period of 50 years and also the states it is distributed in. the revenues recorded however were 2% less than the revenues that had been received in the previous year. But despite this decrement, the company still managed to register profits. The company is also experiencing trouble trying to maintain its own sales in the premium beers segment due to increased competition from the larger companies. But due to the increasing changes in the demographics of the drinkers’ alcohol consumption. The young drinkers who are between the ages of 21 – 27 years are spending twice as much on alcohol that those aged over 35 years. The company’s profitability in the next five years may increase. This is because the young consumers are the working class division and they are the target consumers for the beer. So by 2010, the drink may have regained its status in the market share and hence an increase in the profits. MMBC has used its brand supremacy to influence consumer buying traits. Their brand has played the most significant part in the decisions they make while purchasing beer. Some of the deliberations that customers make when selecting their...
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...Mountain Man Brewing Company! ! Case Study! ! ! Group Eleven ! Olusegun 9286 | Saranya 9290 | Omolola 9734 | Janet 10033 | Joseph 8605 ! SITUATIONAL ANALYSIS AND RECOMMENDATION Situational Analysis Mountain Man Beer Company (MMBC) has been a huge Success, and for the first time, the company is experiencing decline sales. It was discovered that Drinker’s preferences and taste change to light beers, and the company needs to take on a different approach to spark the sales. Most especially in the customer segment of the younger drinkers, and they were identified as the key customer segment, aged 21-27, and accounted for more than 27% of the total beer consumption. 42% of the light drinker’s were also woman. These particular customer segments are getting their preferences from other competitors of Mountain Man beer Company, which lead to the 4% decrease in the sales of Mountain Man Beer. Faced with the Prangel legacy and inheritance of the company, Chris Prangel, thinks that launching a light beer will attract a younger market segment. Others on the MMBC management team currently challenge this because they think that a light beer may stray away from the current brand strategy. The MMBC management team also feels that launching a light beer would be very expensive and could hurt Mountain Man’s key customer base and brand equity created through a grass roots and word-of-mouth marketing mix. ! Analysis of Threats and opportunities If Chris...
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...Integrated Marketing- Mountain Man Brewer Case Daniel, Yu-Chen Liang 1. What has made the Mountain Man Brewing Company successful? What is distinctive about MMBC’s product, customers and brand equity? Product Mountain Man had high quality product. Those attributes included the smoothness, percentage of water content, and drinkability. The beer it produced was flavorful and bitter-tasting. Mountain Man had a well-known reputation as quality bee throughout the East Central region. Customer Mountain Man targeted clearly on the blue-collar, middle-to-lower income men whose age were over 45. These core drinkers had high loyalty to Mountain Man. Loyal customers purchased Mountain Man even across generations. Brand Equity Mountain Man relied on its history and status that created an aura authenticity. It was the best-known regional beer in West Virginia and was selected as America’s Champion Lager. The distinctive bitter flavor and slightly higher-than-average alcohol content contributed to the company’s brand equity. 2. Has Mountain Man utilized a push or pull promotion strategy up to this point. What are the advantages and disadvantages of the strategy they have pursued? According to the case, Mountain Man didn’t extend another new product line to respond the new want and need of the market. As a result, Mountain Lion utilized push promotion strategy. Because Mountain Man ‘s customers had a very strong perceived value of the products, it didn’t invest extra money...
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...The Conflicts within the San Francisco Peaks Rising out of the Colorado Plateau in Northern Arizona are the majestic San Francisco Peaks. To the Hopi, the mountains are Nuvatukaovi, “The Place of Snow on the Very Top”, home to the ancestral kachina spirits who live among the clouds around the summit. To the Navajo, the mountains are Doko’oo’sliid, “Shining on Top”, a place where medicine men collect herbs for healing ceremonies. The peaks are one of the “sacred places where the Earth brushes up against the unseen world,” in the words of Yavapai-Apache Chairman Vincent Randall (San Francisco Peaks). To skiers, the mountains are home to the Arizona Snowbowl, a 777 acre ski resort only four hours away from Phoenix. The San Francisco Peaks have long been the source of land-use conflicts. Starting in the late 1800s, the area was extensively logged and grazed. At the same time, the area’s natural beauty attracted tourists and outdoor adventurists. The use of the west side of the San Francisco Peaks for skiing began in 1937, when the Civil Conservation Corps built a road and a small lodge at the base of the Anazani Peak. In 1978 the US Forest Service approved a major expansion into what today is known as the Arizona Snowbowl, with thirty-two trails and four lifts that can accommodate up to 180,000 skiers (Nabokov, pg 140). In 2002 the US Forest Service accepted a proposal from the Snowbowl to expand the resort and to use reclaimed water for snowmaking. The proposal received...
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...A Decision Analysis of the Gondola Line Project Simon Fraser University’s main campus is situated atop Burnaby Mountain where currently 18,200 students commute to school during the week. This means heavy traffic and commute during the week where hordes of students make their way to and from the university on a daily basis. Even though, the university is only 2.7 kilometres away from the nearest Skytrain station, the mountain adds another 300 meters due to its elevation. Additionally, the growing number of students in the university is projected to reach 25,000 in the near future. Apart from the SFU campus, there is a community of 3,000 individuals, that is expected to increase to 10,000 in the future (Fisher and Rolin, 2011, P.2).This brings forth a challenge to urban and city planners as they brainstorm and submit proposals to city council to avoid an eminent transit nightmare. A highly publicized and debated solution to the eventual growth of Burnaby Mountain was brought forward to the transit committee. The proposal included an upgrade to the transit system from the current method of bussing students to installing a high capacity Gondola Line from the mountain to the nearest Skytrain station. This idea brought the transit committee, Translink, into a situation where they had to make a decision which involved thousands of commuters and millions of dollars. The decision involved various and revolving variables which the committee had to decide upon. First, following...
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