RSM250H1 Lecture Notes - Lecture 4: Blue-Collar Worker
Document Summary
Good reputation and name that lasted since 1925 in its sales region: good reputation amongst adults and created a large market in their region. Increase in young adults choosing light beer rather the traditional beer that mountain man made. Change in taste + preferences of beer and market"s drinking population. Change in demographics; less mountain man"s targeted consumers or no longer want to be a mountain. Don"t care about mountain man authenticity: mmbc should introduce a mountain man light beer because their core customers are not young adults but light beer + crafts beer are growing while premium beer decreasing. Necessary to introduce light beer to bring equilibrium to revenue and make the company survive. No due to how it would damage the brand. Limited shelving space; only room for so much beer but now reduced marketing of mountain man.
