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Midterm exam - 2 What has made MMBC successful and...

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MKTG500 – MARKETING CONCEPTS SUMMER 2011 DR. HIEU NGUYEN MIDTERM EXAM HBS CASE: MOUNTAIN MAN BREWING COMPANY: BRINGING THE BRAND TO LIGHT Instruction: This is an open-book, open-note exam and you are required to type up your answers using 12-pt font size, double-spaced Word format and submit it through the class Dropbox. The deadline for your Dropbox submission is 11:00pm August 10 th 2011 (today), after which time you will not be able to submit your exam. 1. Perform a SWOT analysis for MMBC (10 pts). What is MMBC’s competitive advantage and is it sustainable (10 pts)?
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Unformatted text preview: 2. What has made MMBC successful and distinguishes it from the competition (20 pts)? 3. What has caused MMBC’s decline in spite of its strong brand (10 pts)? 4. Should MMBC introduce a light beer, why and why not (20 pts)? How should MMBC position Mountain Man Light if it decides to launch (10 pts)? 5. How likely is cannibalization if MMBC decides to introduce Mountain Man Light (10 pts)? 6. If MMBC decides NOT to launch Mountain Man Light , what are the alternative growth options (and associated pros and cons) for MMBC (10 pts)?...
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