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Mountain Man Brewing Company

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Mountain Man Brewing Company
Mountain Man Brewing Company

TABLE OF CONTENTS
COMPANY ANALYSIS .................................................................................. 3
OUR DECISION ............................................................................................. 7
FORECASTS AND ESTIMATES ................................................................. 8
BREAKEVEN ANALYSIS ........................................................................... 12
MARKET SUMMARY .................................................................................. 13
EXTERNAL MARKET ENVIRONMENT .................................................. 14
CUSTOMER ANALYSIS ............................................................................. 15
COMPETITOR ANALYSIS ......................................................................... 16
MARKETING INFORMATION REQUIREMENTS ................................. 18
PRODUCT ..................................................................................................... 19
PLACE ........................................................................................................... 21
PROMOTION ............................................................................................... 22
PRICE............................................................................................................ 24
SPECIAL IMPLEMENTATION PROBLEMS TO OVERCOME ............. 25
CONTROL ..................................................................................................... 26
WORKS CITED ............................................................................................ 29
3
COMPANY ANALYSIS
OBJECTIVES Ensure Mountain Man‘s financial stability and market share while maintaining Mountain Man‘s positive brand image
CURRENT SITUATION Mountain Man is currently only in the heavy beer or lager market Mountain Man‘s reputation o Viewed as a quality beer which is well entrenched and sold throughout the East


Cited: Personal Interview: William Craig Leinert Assistant Manager Wal-Mart Franklin, IN 46131 (317) 736-5377 leinert1248@yahoo.com 3/19/2008 10:00 pm Wal-Mart, Franklin William D. Perreault and E. Jerome McCarthy. Basic Marketing. www.usatoday.com/money/economy/2002-12-12-manufacture_x.htm http://www.nbwa.org/Nbwa/Industry/American_Beer_Distribution.htm http://www.tastings.com/beer/perishable.html http://www.deloitte.com/dtt/cda/doc/content/White%20Paper_Beer%281%29%282%29.pdf http://www.professorshouse.com/food-beverage/wine-and-spirits/shelf-of-beer.aspx http://www.michelson.com/focus/services.html http://www.studentfitness.org/the-marketing-of-alcohol-to-college-students/ http://www.federalreserve.gov/FOMC/beigebook/2006/20060118/default.htm 30 3/20/2008 Dear Mr. Leinert, Thank you for your information regarding the shelving of alcoholic products in retail stores. We greatly appreciate the time you took to talk with us. The information you provided us with, was very helpful in justifying our argument for our senior seminar case study. Again, thank you for lending us your expertise and time. Sincerely, Jeremy Gale Grace Surface Pat Yokovich Franklin College
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