Legacy of the enterprise that from the family owned business
Order ID 53563633773 Type Essay Writer Level Masters Style APA Sources/References 4 Perfect Number of Pages to Order 5-10 Pages
legacy of the enterprise that from the family owned business
Bringing the Brand to Light by Heide Abelli focuses on the history of the company, its brand, and strategies. The case covers the legacy of the enterprise that from the family owned business turned into the thriving company. Firstly, it is highlighted that Chris Prangel was MBA graduate student who received the company from his father. The enterprise brewed one kind of beer known as “West Virginia beer” that was quite popular among consumers. The
company has the enormous legacy in a mature business, it received revenues about 50 million dollars and obtained the top market position among brewers of lager. The brand of the company influenced consumer’s choice and
decisions since when selecting lagers, ones were guided by beer’s taste, price, quality, authenticity, brand image. It is stated that brand’s representation and awareness played the critical role in consumer’s decision-making. MMBC
invested in a variety of other branding activities to sustain “brand equality” with basic consumers. The case also dwells upon the Mountain Man’s competition that could be seen from four points: major and second-tier domestic
retailers, import beer enterprises, and specialty brewers. The first producers included the companies who led competition relying on scale effect in production as well as advertising. The second ones consisted of the competitors
of medium size that sold their production to distributors and retailers. Import beer companies were responsible for covering the needs of those beer consumers who were eager to try some new and more flavorful or bitter beer.
Specialty brewers were split into four markets: contact breweries, microbreweries, brewpubs, and regional craft breweries. The case also describes the situation at Mountain Man in 2005 when the enormous annual sales of the
company decreased to such degree that many breweries had to close. The changes in sale volumes were caused by the transformations in consumer segments when the younger drinkers of 21-27 years of age were the core age group of beer demand. The important trend in the company was the increase of the “light” beer category that resulted in a big market share and volume sales. The Mountain Man thought that representation of new products would
attract beer consumers to both styles of beer. The study and findings on the company’s brand product strategies revealed that Mountain Man Lager due to its high quality and authenticity promoted the brand. Furthermore, grass-
roots marketing was more effective than traditional advertising in strengthening beer brand awareness. Besides, blue collar clients showed loyalty to the brand and represented the large scale percentage. In addition, the
Mountain Man faced challenges when product preferences started to change and Chris was quite reassured to make Mountain Man Lager as the core light beer product for sale. The man thought that light beer was quite
appealing to the younger audience as well as woman, and fast-growing in the beer category on the market. He assumed that light beer would allow the company to get share in such locations as bars and restaurants. Chris was
assured that MMBC brand would be recognized by the network of the local light beers and enterprise’s popularity could increase Mountain Man Lager’s sales. However, others did not support him for launching this product, fearing
that it will negatively influence on the sales and profits. Despite controversies, Chris developed the formal plan to embark on the project and showed it to his father. He took into account the revenues base, financial projections, market share for the regional light beer to define possible success or failure of his plan. One of the alternative solutions to the problem would be to launch Mountain Man Light. It would help to attract more customers and does not
require to invest in plant/equipment due to the excess capacity. Nonetheless, it has some disadvantages, such as damaging the brand image and the increased competition. Besides, the company can expand the geography of
brand presence that would help to boost sales in the short term. The best alternative solution to the problem of the decrease in sales is to launch the second version of Lager under the young image. It will increase the bargaining power of the company, differentiate the company from its competitors, and led to the new inflow of customers. Probably, the only disadvantage of this option is that it would soften “miner workers image” of the company.
QUALITY OF RESPONSE NO RESPONSE POOR / UNSATISFACTORY SATISFACTORY GOOD EXCELLENT Content (worth a maximum of 50% of the total points) Zero points: Student failed to submit the final paper. 20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. 30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. 40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. 50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. Use of Sources (worth a maximum of 20% of the total points). Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. 5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. 10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. 15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. 20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. 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Structure of the Paper (worth 10% of total points) Zero points: Student failed to submit the final paper. 3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. 5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper 7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. 10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper.
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