Mountain Man Brewing Company

Questions to be addressed in Situational Analysis

General
o What is Chris considering doing and what factors will he have to align to be
successful?
o What goal should MM (Chris) have?
o What has made MM successful?
o Is MM light feasible sand what is required
Market
o Describe the market MM serves and the beer market in general.
o What is driving this trend?
Competitor
o Describe the competition and MMs threats.
o What distinguishes MM from competitors?
o What is likely future of competitive brewers?
o What is MMs market/competitive position? Create a perceptual map of beers
(light to strong) versus customers (young to old).
Customer
o What is distinctive about MM customers?
Strategies
o How is MMs promotion different and effective?
o What about these factors enabled MM to create such a strong BRAND?
What is a brand? What is brand equity? How is it created?
What has caused MM decline in spite or its strong brand?
Financial
o The MM Spreadsheet contains the Exhibits from the Mountain Man Case
Study and an interactive forecasting model, which allows users to evaluate the
effects of launching the MM Light Product. Clicking on any of the Radio
Buttons contained in the Scenario Option Box will Change the Assumptions to
reflect the scenario chosen.
o Students need to fill out the Table A. A 2% loss of sales revenue will result in a
32% loss in operating margin in five years (keeping fixed expenses constant).
o Table B is taken from the spreadsheet with 3 scenarios.