Man Brewing Firm Harvard Case Solution & Analysis

Man Brewing Firm Case Solution

Recommendations

The healthy truth of Mountain Man Beer is that the lager sales are anticipated to drop by at least 2% per year. Due to inactively growing division in the light beer industry Mountain Beer is required to-exp and its product portfolio to repay for likely cuttings in the future sales of liters.

Apromotion drive in the Middle East domain will value about $ 850,000 annually. Additional sales, general and administrative costs (SG&A) will be $ 950,000 yearly. Even considering the 6% loss on Mountain Man Lager sales; there should be enough barrels of the light drink sold within 2 years to overcome the losses incurred because of the introduction of small beer.

  • The company should launch Mountain Man Light with brand extension, without changing the name.
  • It should introduce a new product, using a new marketing combination (Product, Price, Local Promotion)
  • Advertise a new product using the same old name at every online platform and on every social networking site.
  • It should offer discounted prices when the products are purchased in large quantities to convince the stock sellers and to bring an efficacy in the promotion.
  • Give proper installation and packaging.
  • Have more presence in places, such as: bars and restaurants that often cater the market segment comprised of younger generation.

Analysis

Calculates the Value of Each Barrel

  • Income in 2005 $ 50440000
  • Number of barrels sold = 520,000
  • Price per barrel = $ 97
  • Price of Premium beer = Simple beer price

Value ofper small beverage bottle = $ 97

       Contribution Margin in each Barrel

  • Value of per small beer bottle= $ 97
  • C= ($ 66.93)
  • Additional Value per Barrel = ($ 4.69)
  • M = $ 25.38

Breakeven Point in Number (06, 07)

 

Break Even Calculation
Starting A.D Value $850,000
SG & A (2006) $950,000
 SG & A (2007) $950,000
T.F.C $2,750,000
C.M Per Unit 25.38
B.Vol = Fixed cost/CM $108,353
Value Of Each Barrel 97
Breakeven In Amount $10,510,244

 Conclusion

  • In terms of negative impacts and finances; the Man Brew Company should introduce MM Light Beer.
  • It should start the beer with a different product to avoid damage to the Mountain’sname.
  • The main significance should be over the buying list, so that less beer could be found in strategic restaurants etc.
  • Knowing the key aspects of marketing the products among the younger generation, without emphasizing much over the market segment comprised of adult.

Appendix

Income Statement
       
2006 2010
       
M.S 1.34% 1.13% 0.21%
       
P.Per Unit of the Product $97.00 $97.00
       
Quantity Sold (Barrels) 509,600 470,039  $    39,561.00
       
       
Sales $49,431,200.00 $45,593,765.00 $3,837,435.00
       
TVC $34,107,528.00 $31,459,698.00 $2,647,830.00
       
G.M $15,323,672.00 $14,134,067.00 $1,189,605.00
       
FC $9,645,920.00 $9,645,920.00  
       
Total Advertising $1,350,000.00 $1,350,000.00  
       
O.M $4,372,752.00 $3,138,147.15 $1,234,604.85
       
O.I $151,320.00 $151,320.00  
Net Income After Taxes (35%)      
$2,714,680.00 $1,941,437.00 $773,243.00

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