Exhibit xxx Mountain Man SWOT Analysis Strengths Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4.

Resources 1. 2. 3. Opportunities* Opportunities focus on (Quantify the MM Lager & Lite opportunities): 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle Context Weaknesses Capabilities (e.g., Product, Channels, Communications, Price, CRM): 1. 2. 3. 4. Resources 1. 2. 3. Threats* Threats focus on (Quantify the MM Lager & Lite threats): 1. Customers: 2. Collaborators: 3. Competition: 4. Socioeconomic, technological, legal, product life cycle Context

* There should be NO REFERENCE to Mountain Man in the Opportunity and Threat sections.

Exhibit 1 Summary Marketing Strategy for Mountain Man Lager and Mountain Man Light Objectives Quantified & measurable Time frame Challenging & realistic Target Customers Likely to be loyal? Mountain Man Lager To maintain $50 million in annual revenue despite decreasing category revenues Mountain Man Light

Key Competitors Objectives (Share or Profit?) Growth Strategy (Iaco Figure 7.8) *Competitive advantage Core capability Weaknesses Likely response? Growth Strategy (Iaco Figure 7.8) *Competitive Advantage Core capability Positioning Statement (see Iaco 49-50)

Working-class, loyal Believers, aged 35 to 64, earning less than 75K income, seeking a distinctive beer for daily consumption that reflects their mountain heritage & rough & rugged personality Other premium beers Market share Market penetration ___________________________ based on

Market penetration ___________________________ based on

For working-class, loyal Believers For seeking a beer that reflects their MM Light rough & rugged personality, MM Lager is an authentic, premium lager that, unlike other premium beers, offers a distinctively bitter taste & higher-than-average alcohol content in the mountain tradition.

Key Marketing Mix Capabilities Product? Pricing? Channels? Communication? CRM? Does MM possess requisite capabilities? If it is not currently a MM strength, then the answer is NO.
* Competitive advantage can be based on Cost Leadership (i.e., lower costs and price) or Product Differentiation (product-centric advantage achieved through innovation or product development capabilities that creates clearly superior products) or Marketing Differentiation focusing on superior relationships with the customer (customer-centric advantage achieved through CRM capabilities) or superior image (brand-centric advantage achieved through positioning & advertising capabilities).

Developing the One-Page Recommendation First paragraph: Alternative selected Product-Market Strategy: Objective achieved? Customers & Positioning? Company & competitors Competitive advantage? Second paragraph: Key marketing mix elements? With specific details & examples Fit with current capabilities? And opportunities/threats? Will this elicit positive or negative response from customers, collaborators or competitors? Mkt. penetration, Mkt. development, product development, diversification?

Third paragraph:

Assessment of other alternatives Same criteria as above & a quantitative assessment of the assumptions required for the second-best alternative to be the better choice.

Why not?