Questions:
1. What has made MMBC successful? What distinguishes it from competitors?
- What factors have enabled MMBC to create such a strong brand?
- What has caused MMBC’s decline despite its strong brand?
- Should MMBC introduce a light beer? What are the pros and cons?
- Is it Mountain Man Light economically feasible for MMBC?
- What is required for MM Light to break even in two years?
- What market share will MM Light have to obtain to break even in two years?
- Is the budget appropriate for the launch? If you argue for decreasing the budget, how can it be reduced?
- Should MMBC launch MM Light? If you don’t launch MM Light, or if MM Light proves unsuccessful, what other strategic options for growth does Chris have? What goals should Chris have?
A Guide for Marketing Analysis (useful for homework, case write ups and group project):
- Use the rubrics (5Cs, 4Ps, and 6Ms) to ensure that you’ve thought through all of the marketing issues. Remember that not all aspects of all the rubrics will be important in every case.
- Ask yourself what insights would be helpful to you in developing a marketing strategy to leverage the opportunity or resolve the challenge? Some common marketing quantitative analyses are:
- Share of Market (SOM) – your company’s and your competitors’
- Market and market segment size
- Market and market segment growth rates/declines
- Profitability and profit trends (margins)
- Demographic trends, growth rates and changes
- Customer Lifetime Value (CLV)
- Breakeven
(Review “Marketing Math” the note assigned for the first day’s class for more on many of these calculations.)
- In solving for these insights, what information does the case provide? What assumptions do you have to make?
- After you’ve reached your conclusion, what does your analysis tell you? What actions should the company take after considering this analysis?
- Remember that the best marketing analysis comes from asking yourself good, logical questions. It is not about formulas. It is about thinking like a marketer. This takes practice, so go do it!
The most important thing in this case write up is strong quantitative and qualitative analysis and really detailed recommendation.
Please use the data, exhibition.and graph in the case in Excel file to do quantitative analysis (analysis method in the attachment) and write the case study on the word doc.
1. Use the rubrics (5Cs, 4Ps, and 6Ms) in marketing to ensure that you’ve thought through all of the marketing issues. Remember that not all aspects of all the rubrics will be important in every case.
1) Format- No more than 4 pages in length, although you can add charts and/or graphs in an addendum/appendix section if you would like (this is not necessary, only if your analysis benefits from this).
2) Content– TLDR- don’t answer the questions listed on the syllabus in question-answer format, but do include the answers to these questions within your analysis and let them serve as a guide for you as you do your quantitative and qualitative analysis:
Organize the relevant facts. Don’t give me case facts that aren’t pertinent to your analysis; I’ve read the case, too. Do necessary analysis. Come to conclusions. Develop detailed recommendations. Be sure that your logic flows from analysis through conclusions to recommendations. Be persuasive. You don’t have to follow the outline of the questions in the syllabus, but you need to include the answers to the questions at a bare minimum. I don’t need beautiful prose; you can use bullets, etc., but if you use a chart for pros and cons, say, be sure that you come to a clear conclusion.
3) Conclusion– Please have a clear, thought-out conclusion to end your case write-up where you take a strong stance on the topic and make suggestions. Particularly, if you think a hybrid solution is best, get specific with your recommendations.
APA
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