Please use the case assignment questions as an initial basis for your analysis. These questions are meant to highlight salient issues in the case. Do not answer these questions directly in your memo.
What is Chris considering doing and what factors will he have to align to be successful? What goal should MMBC (Chris) have? What has made MMBC successful? What distinguishes it from competitors? (including its marketing mix) What about these factors enabled MMBC to create such a strong brand? What has caused MMBC’s decline in spite of its strong brand? Describe the market and current and future competition. Should MMBC introduce a light beer? What are the pros and cons of doing so? Should MMBC launch Mountain Man Light? What other strategic options for growth does Chris have if Mountain Man Light is not launched or is unsuccessful?
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