...create such a strong brand? 3 What has caused MMBC’s decline in spite of its strong brand? 3 Should MMBC introduce a light beer? 4 Is MM Light financially feasible for MMBC? 5 Break-Even Point (BEP) Analysis 6 MM Lager Cannibalization 6 MM Light Marketing Strategies 7 Exhibit 1 – SWOT Analysis 9 Exhibit 2 – Financial Data and Assumptions 10 Exhibit 3 – Break-Even Point (BEP) Analysis Calculations 11 Exhibit 4 – MM Lager Cannibalization Calculations 12 Exhibit 5 – MM Light Marketing Strategy 15 What is the current situation? Mountain Man Brewing Company (MMBC) is a family business founded in West Virginia in 1925 by Guntar Prangel. The company is now operated by Guntar’s grandson, Oscar. Oscar’s son, Chris, is slated to inherit the business in five years when his father retires. Mountain Man (MM) Lager is the flagship product and the only beer currently produced by the company. The recipe for the lager was based on a refined family recipe and is known for its flavorful, bitter taste. By the 1960s, the lager had established itself as a legacy beer with a rich history, and the company continues to maintain its independent, family-owned status which appeals to its core drinkers. By 2005, the popularity of MM Lager in the East Central region of the U.S. had grown to generate revenues of just over $50 million, and the beer held the top market position among lagers in West Virginia. MM Lager won “Best Beer in West Virginia” in 2005 for the eighth year in a row. ...
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...Case Study: Mountain Man Brewing Company Situation/Background Analysis: Mountain Man Brewing Company (MMBC), located at West Virginia State, was a family-owned beer company, which possessed respectable market shares in the Central East beer region of the United State. Thanks to the unique bitter flavor and the high quality of its only product -- Mountain Man Lager, which was selected as the “Best Beer in West Virginia” and “America’s Championship Lager” recently, the small company gained a national well-known reputation and therefore was able to survive in the fierce competition of the U.S beer market. In addition, the core customers of MMBC, baby boomers, blue-collar, middle-to-lower income and mid-aged men, still shared their ultimate loyalty to the brand and formed a stable, large portion of annually profits to the company. In spite of all the strengths above, in 2005, the company encountered the first decline on products sale during its 80-years history. Based on market researches, the company believed that this decline was induced mainly by two reasons: 1. Over the past 6 years, the traditional premium beer segment to which MMBC belongs had shrunk, due to the growing light beer segment. 2. Mountain Man Lager, as MMBC’s core product, is not popular among younger drinkers who constitute the vital consumer segment for beer companies. Such a decline became a clear alarm to the MMBC management team after the company had seen so many other regional breweries disappear in the...
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...Bottled Water Industry Analysis & Recommendations I. Industry Introduction The Bottled Water industry is still in an expansionary/growth stage. In 2005 the bottled water industry accounted for $70 billion, and is expected to reach $140 billion by the year 2020.Advertising budgets are very heavy in companies such as Pepsi (Aquafina), and are positive indicators of the current [growth] stage in the product’s lifecycle. However, the bottled water industry is currently experiencing a skewing of profitability numbers (compared with last-year-to-date numbers) due to a shift in production from bulk to bottled water. A new and rapidly growing trend in the bottled water industry is the production of premium-priced “enhanced waters,” which competes on the product category level, and increases profits dramatically when purchased over traditional [non-premium] bottles of water. The aggressive advertising campaigns for bottled water and premium-priced “enhanced waters” coupled with health-related trends provide for a greater proportion of market-share for water companies who utilize their ability to expand their product line on the generic competition level. II. Four Types of Competition (& Competitors) for the Bottled Water Industry: Competition is the driving force in any and every industry. There are four different types of competition which, [each] in their own way, affect the sales of any given industry. This...
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...rewarded with a positive response from consumers. The company grew at a CAGR of 23 percent since 2007 until 2013. In 2013, GameIncorp was valued at Rs. 254 crores. However, in 2014, GameIncorp registered its first decline in sales. Furthermore, 2015 too appears to be bleak as per the forecast. The company has projected a 15 percent decline in quarter-on-quarter sales for Q1. GameIncorp had conducted an in-store survey. The objective was to understand the buying behavior of its target market. Buyers ranked “product quality” and “ease of purchase” above “affordability” as factors that influence a purchase the greatest. GameIncorp has scheduled a meeting the following Monday with your team at their headquarters in New Delhi. The company is looking for insights about the market and what it could do in the coming years to become competitive again by 2018. Perform a detailed analysis with the data provided by the company. Campus Maverick—Round 1 1 Industry data: Competitor data Sport equipment industry growth rate (%CAGR) and Profit Margin (PM) in % (2015) Sport Revenue spilt by region of top players in % (2015) Projected Growth PM West PM East PM South PM North Cricket 9 12 19 22 20 North South East West Overall CAGR Market share in% Football 21 24 13 19 27 Comp 1 21 26 21 32 8 22...
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...provides insights upon which to base successful decisions. Apprenticeship A form of training where a new employee works with a more experienced person, and learns under that person's direction. Assets Items of value, including physical and financial property, that are owned by the business. Balance sheet A financial statement that shows the financial makeup and condition of a business at a specific point in time by listing what the business owns, what it owes, and what the owners have invested in the business. Behavioral segmentation In marketing, a means of classifying or categorizing customers or potential customers by their behavioral tendencies. Fundamentals of Marketing Copyright© February 2003 by Purdue University Research Foundation, West Lafayette, IN 47907 1 Benchmarking A technique for internal assessment that involves identifying a...
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...This paper is an analysis of two separate essays, one written by MichaelRostovtzeff and another written by Henri Pirenne, both major historical authorities of the19 th century. The essays themselves are two perspectives on the transitional period between late antiquity and the early middle ages. An in-depth look into the historicalmaterial that these two arguments discuss can provide a greater depth of understanding of the transitional period.The main idea of Michael Rostovtzeff’s essay, The Decay of Ancient Civilization ,argues that the decline and fall of the Roman Empire was due to a gradual barbarizationof the Empire from within, most notably in the west. It further stresses that the Greco-Roman assimilative elements that unified Roman society had slowly debilitated to anineffective state. This coupled with steady levelling down of the standards contributed tothe acceleration of barbarization in the cities. The process according to Rostovtzeff hadto do with two features of the period: “the political, social, and economic on the onehand, and the intellectual and spiritual on the other.” 1 On the political side of thingsRostovtzeff discusses the rise of the Germanic ruling classes and the resulting barbarization of government and the aristocracy. On the economic and social sphere therewas a decline and “gradual relapse of the ancient world to very primitive forms” of economy and social stratification. Intellectually and spiritually the empire was alsoaffected argues Rostovtzeff...
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...Who’s Eating All the Fish? The Food Security Rationale for Culling Cetaceans A Report to Humane Society International By Wilf Swartz and Daniel Pauly Presented at IWC 60 June 23, 2008 Santiago, Chile Table of Contents Executive Summary ...................................................................................................................... 1 Introduction................................................................................................................................... 2 A re-packaging of the whaling debate ........................................................................................ 2 Fish and food security................................................................................................................. 3 Fish (and food security) in crisis................................................................................................. 4 Marine Mammals: Threat to Food Security? ............................................................................ 7 The ‘whales-eat-our-fish’ argument ........................................................................................... 7 Flaws of the argument................................................................................................................. 7 Political success of the ‘whales-eat-our-fish’ lobby ................................................................. 10 Globalization of Fisheries: A Real Threat to Regional Food Security..............
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...Comparative Analysis: NYPD & DHS - Homegrown Terrorism”: Richard A. Myers HSM421: Research & Analysis in Homeland Security (CAI1325A) Instructor: Dawn Brown July 8, 2013 This paper will serve as a comparative analysis on the research techniques between The New York Police Department (NYPD) Radicalization Report of May 2007, and the Department of Homeland Security (DHS) Right-wing Extremism Report of April 2009. The NYPD introduces a framework supporting the progression of impressionable, alienated individuals in the United States progressing into radical extreme Islam with the propensity for terrorism. The DHS takes a look back in comparison to the 1990s and the similar factors that may be influencing a potential rise in activity and recruiting of white supremacy groups and militias. The New York Police Department Intelligence Division explored the extreme Islamic radicalization process of “unremarkable” individuals living in the West since September 11, 2001. The NYPD compared and assessed cases from the Madrid attack of March 2004, Amsterdam’s Hofstad Group, London attack of July 2005 to The Toronto 18 Case, discussing the reference points of the al-Qaeda inspired ideology against the homegrown terrorism cases of Lackawana, New York, Portland Oregon, Northern Virginia, New York City’s Herald Square Subway, and The AL Muhajiroun Two of New York City. The NYPD analyzed the framework; pre-radicalization, self-identification, indoctrination to full blown...
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...Re.: “MCI Takeover Battle” Case Analysis Attached is an analysis of “The MCI Takeover Battle: Verizon versus Qwest” I. STRATEGIC PROFILE This case profiles MCI’s merger debate between Verizon and Qwest in 2005. At this time, many other companies are merging due to the industry consolidation, therefore forcing MCI to keep up with its competition. MCI was acquired after a bidding war between WorldCom, British Telecom and GTE, with the winning bid being a $37 billion offer from WorldCom. MCI-WorldCom then acquired many other communication companies excluding Sprint due to a U.S. Justice Department ruling. WorldCom operated throughout its filing of bankruptcy, resulting with MCI being not only the surviving company, but one of the most extensive networks in the world. After posting losses in 2004, MCI must undergo a strategic process in which to choose the better bid, Verizon or Qwest, in order to stay on top of the industry. II. SITUATION ANALYSIS Many general environmental trends are effecting Verizon, Qwest, and the communications industry as a whole. The always changing technological needs are shifting from landlines to wireless, where Verizon has seen about one in five people using their wireless phones as their primary forms of communication. However, Qwest is still generating a strong majority of its revenue from their wireline segment, and will therefore have to eventually undergo the process of shifting to wireless. Demographics also play a large role in the success...
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...Hospital Internal Analysis: Overall objective: Expand the hospitals referral base, increase referrals of privately insured patients, establish a liaison with the business community, become self-supporting three years after opening. Overall strategy: Preventive health care, minor emergency care, referral for acute and chronic health care problems, specialized employer services. Market penetration. Target market: The potential users of DHC consist of 11,663 office workers, Young people or upwardly mobile families from the cities. Inner city residents who have a higher median age and higher incidence of Medicare coverage. Product objective: to offer service to patients that needs treatment (physical exams, minor-emergency care, specialized employer services, primary health care services, basic X-ray and laboratory tests, and referral for acute and chronic health care problems). Product strategy: by having enough people on duty to take care of all the patients that need their help on a given day. Product tactics: being open 260 days of the year; Monday-Friday from 8:00 a.m.-5:00pm, and having a trained physician on hand. Channel objective: Locate the DHC within a 5 block walking radius of office workers; Greater west office and shopping complex Channel strategy: Direct-customers would come into the DHC to get service Channel tactics: use location of DHC to attract customers, Greater West Office and Shopping Complex, situated on the corner of Main and West Streets. Price...
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...the West London Tram on West Ealing A submission to Transport for London from West Ealing Neighbours Introduction West Ealing Neighbours is a newly formed residents group for the West Ealing area. Its draws its membership from people who live and work in West Ealing along with some who make regular use of the shops and other facilities in the area. We had our inaugural public meeting in April that was attended by over 70 members of the public. At this meeting our primary topic was the impact of the tram in West Ealing. Our aim was to provide a forum for local people to hear at first hand the arguments for and against the proposed tram. Many concerns about the effect of the tram on West Ealing were raised at this meeting. At the end of the meeting we asked for a show of hands about taking the step of talking to TfL about these concerns. The show of hands was overwhelmingly in favour of West Ealing Neighbours raising these concerns with TfL. With this mandate in mind, we have produced this short paper outlining the concerns of West Ealing Neighbours and other members of the public who attended our meeting. Summary of concerns Our concerns are grouped under the following headings: • Deterioration in north south access for road and bus traffic and greater congestion at the Lido Junction • Damage to an already declining shopping environment on West Ealing Broadway • Why is it necessary to divert road traffic in West Ealing...
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...Consumer Attitudes About Renewable Energy: Trends and Regional Differences Natural Marketing Institute Harleysville, Pennsylvania NREL is a national laboratory of the U.S. Department of Energy, Office of Energy Efficiency & Renewable Energy, operated by the Alliance for Sustainable Energy, LLC. Subcontract Report NREL/SR-6A20-50988 April 2011 Contract No. DE-AC36-08GO28308 Consumer Attitudes About Renewable Energy: Trends and Regional Differences Natural Marketing Institute Harleysville, Pennsylvania NREL Technical Monitors: Lori Bird and Jenny Sumner Prepared under Subcontract No. AGG-1-11880-01 NREL is a national laboratory of the U.S. Department of Energy, Office of Energy Efficiency & Renewable Energy, operated by the Alliance for Sustainable Energy, LLC. National Renewable Energy Laboratory 1617 Cole Boulevard Golden, Colorado 80401 303-275-3000 • www.nrel.gov Subcontract Report NREL/SR-6A20-50988 April 2011 Contract No. DE-AC36-08GO28308 This publication received minimal editorial review at NREL. NOTICE This report was prepared as an account of work sponsored by an agency of the United States government. Neither the United States government nor any agency thereof, nor any of their employees, makes any warranty, express or implied, or assumes any legal liability or responsibility for the accuracy, completeness, or usefulness of any information, apparatus, product, or process disclosed, or represents that its use would not infringe privately...
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...Case Analysis The Dim Lighting Company Paula J Huggard Organizational Change I. Problems A. Macro 1. With the changes in the industry does the company sit back and wait for a better time within their company to develop new products or do they decide to become proactive? 2. Will the company become reactive and continue what they are currently doing and get the equipment necessary to have instant results? B. Micro 1. Jim West is faced with a big financial decision. Whatever he decides will most likely have an impact on his career. Current production, with some repairs and upgrading, would produce an immediate return. However, would this be just putting a band aid on a bigger problem? As far as Spinks’ proposal, although top management at headquarters are enthusiastic with the idea presented, they are not willing to put up the necessary capital required for a project that is estimated to have only a seventy percent chance of success and no profitability projected until the third year. 2. It is likely that Robert Spinks will not continue as Director of R&D with the Dim Lighting Company if headquarters refuses to move forward on the micro-miniaturization of lighting sources he has proposed. II. Causes 1. Spinks has won many awards from scientific societies and is a valuable asset to the R&D department, but he has made it known that he has left previous employers because of their inability to be creative and innovative. ...
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...Race Matters: Book Analysis In the book “Race Matters “Dr. Cornell West positioning himself at the intersection between the academy, the black church and the world at large. Dr. West has the ability to discern synthesis where others see only chaos and inspire hope in the face of seemingly insurmountable odds. On the issue of race, West attempts to address the root cause of the plight that is causing the decay of the Black Community. In his attempt to be a nonpolitical figure, he discusses how the political parties played a major role in the desecration of the morals, ideas and beliefs facing black America. West states, “The Liberal / Conservative discussion conceals the most basic issue now facing black America: the nihilistic threat to its very existence. Dr. West felt that in order to legitimately discuss race relations in America, then the conversation has to go beyond, government, academia and black organizations. West argues that "we need to begin with a frank acknowledgment of the basic humanness and Americanism of each of us . . . If we go down, we go down together." By analyzing social issues through a humanistic and often spiritual lens, West transforms discussions of the fine points of affirmative action or the failings of black leadership into wide-ranging inquiries on the human condition. West's thinking consistently challenges the conventional wisdom. Black leaders should have been honest, he writes, about the fact that Clarence...
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...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 spend more on its promotion. They relied on grassroots marketing...
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