Mmbc Marketing Case

Introduction Mountain manhood Brewing Company (MMBC) is a tone beer, positioned in the premium domestic segment and priced besides to different beers in this segment much(prenominal) as miller and Budweiser (see Fig. 1). The marker enjoys the naughtyest level of awareness amongst consumers in West Virginia, winsome many an(prenominal) awards and accolades as a premium American beer. The bulls nub relies on its history and its status as a family-owned, self-reliant brewery to word consumer perception of the beer as authentic and of a high quality. The fuddled chumping of MMBC as the everymans down-to-earth beer has been subservient in seeing it through the increased competition brought on by the development of large national brewers, which sealed the fates of many some other regional breweries. Yet for all its success, MMBC faces grave challenges due to shifts in consumers tastes and preferences. MMBCs revenue has been shrinking at a vagabond of 2% year-on-yea r in its maturing market. The prospect of its invariable decline seems likely, as it faces tough competition from new products such as the cleverness beer category. The light beer has proven itself to be a real menace to MMBC as it has dominated the beer industry and is the nevertheless beer category to suck in consistent growth in market share (see Fig. 2).

Strategies With this certain situation at hand, MMBC switch three alternatives a) To maintain its adept brand strategy, for which Mountain Man lager beer (MM Lager) is its cash cow, b) To realize a multi-brand strategy by introducing a light beer infra a different distinguish or c) To emp! loy a brand extension strategy, by introducing a light beer down the stairs MMBC brand name. a)Maintain sensation Brand Strategy MM Lager has been reputed for its distinctively shrilly flavor and slightly higher than reasonable alcohol bailiwick that uniquely contributed to the companys brand equity. Strong brand awareness and loyalty have been elegant amongst its blue collared consumers and whitethorn possibly tide MMBC through tough...If you requirement to get a full essay, order it on our website: OrderCustomPaper.com

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