Mountain Man Brewing Company

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Mountain Man Brewing Company
Bringing the Brand to light.
Submitted to:
Dr. Colton

Submitted by:
Ruhullah Farahi
November, 2017.

Synopsis:
Mountain Man Brewing Company was established in 1925 as a family owned business company. The company has been providing its loyal customers with quality, bitter flavor and authentic beer since its establishment with Mountain Man Lager.
The company has the highest percentage of customer loyalty of 53% among all national companies. Not only that, the company has been winning “The best beer” title for eight consecutive years.
However, company’s sales have dropped for the first time in its history in 2005. The company had revenue of USD 50M in the year. The sales decline has been mainly due …show more content…

Ofcourse there has been other companies active in production of beer. The company has been competing with four categories of beer production companies. Major and second tier domestic producers, import beer companies and specialty brewers. Distinguished companies such as Anheuser Bush, Miller Brewing, Pabst Brewing, Genessee, Heineken, Molson, Beck’s, Corona and etc. have been Mountain Man’s all time rivals. But what made Mountain Man unique was its ownership. The company has been run and controlled by as a family business. This helped the company to survive the stiff competition. As Brain Tracy, CEO and chairman of Brian Tracy International, emphasizes that uniqueness of a product is directly related to uniqueness of the …show more content…

29.8% in 2001 compare to 50.4% in 2005)
 Beer drinkers segment have changed as well. The future is now with those companies who can target 21-27 ages. And this segment only consist only 2% of MM brewing company.
 Competition as well has affected sales. Since national brands spend millions of dollars in advertisement also larger companies enjoy from economies of scale which ultimately have wiped out smaller companies.
Mountain Man has been the only company that hasn’t expanded its brand. Promoting and launching Mountain Man light is further justified as under:
 Mountain Man Lager has the bitter flavor and it needs to diversify and expand it to light beer audience.
 Mountain Man Brewing Company has loyal customers. If the company advertise the new product right by not changing the face of Mountain Man Brewing Company, it could still maintain those loyal customer and prevent them from dilution.
 The company already has excess capacity to produce the new beer.
 The youngsters are the new profitable segment while the blue color segment is corroding with

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