Mountain Man Brewing Case Questions
.pdf
School
University of British Columbia**We aren't endorsed by this school
Course
COMM 363
Subject
Marketing
Date
Dec 17, 2024
Pages
2
Uploaded by KidPartridge3809
1 University of British Columbia Mountain Man Case Questions Please prepare the case by answering the following questions: 1.What has caused MMBC’s decline despite having such a strong brand? 2.What are the pros and cons of introducing a light beer? 3.Is Mountain Man Light feasible? Calculate the break-even point for light beer using the formula below. Remember that fixed costs should include any incremental costs as well as any cannibalized sales of Mountain Man Lager. You will also need to do calculations to determine the unit contribution. BEP units = Fixed Costs / Unit Contribution 4.What market share is required to reach the break-even point?
2 University of British Columbia Mountain Man Case Questions 5.Would you launch the light beer? Why is your decision the best course of action in light of the pros and cons and the other alternatives that you could pursue?