This is not an essay exam. These questions are posed to help guide your analysis. So, think about them as you read and absorb the case material. Use the insights you come up with to guide your analysis and recommendations.
What has made MMBC successful? What distinguishes it from its competition?
What is MMBC considering doing and what factors will they have to align to be successful?
What is distinctive about MMB’s product?
What is distinctive about its customers
What has enabled MMBC to create such a strong brand?
What has caused MMBC’s Decline?
Should Mountain Man Brewing introduce a light beer?
What are the pros and cons of doing so?
How should they handle the brand name for a light beer and why?
What will be required break even in two years?
What will be required break even market share in two years?
What cannibalization rate is reasonable and why?
Do you think he budget is appropriate for the launch?
Show your projections for the next several years in a pro forma P&L statement.
Be sure to explicate your assumptions
Your paper will be evaluated on several criteria:
Accurate quantitative analysis
Quality of support arguments.
Clear, concise, professional level writing.
4 page document limit for the document. This does not include the memo page or your Appendix.
, 1.5 or 2.0 line spacing, Times New Roman 12 or Arial 10.
Use only your Panther ID to identify yourself.
Number all pages.
First page is a memo to Chris. Just overview the situation and tell him your solution (not in detail). That’s two paragraphs at most. Don’t blabber on about how in-depth and extensive your analysis was. That’s consultant B.S.
Use this general format.
Brief situation overview (like 1-2 paragraphs)
Analysis and support for your recommendation using the questions in this Poop Sheet as a guide. If you want to develop those questions into section headings, go right ahead. But please make them statements, not questions as if this were an essay exam.
Appendix containing support tables, charts, graphs as a separate section that does not count toward the page limit.
Attach the rubric as the cover page of your hard copy. Do not upload the rubric to D2L.
There will be an excel template uploaded to d2l for your use. If you don’t use it, you will not get credit for the metrics.
What other strategic options (if any) does MMBC have if a a light beer product is not launched or is unsuccessful?