Mountain Man Brewing Company CaseThe purpose of this case study is to explore the implications for the expansion of the products offered by Mountain Man Brewing Company (MMBC) from one product, Mountain Man Lager, adding a Light version of the beer. This document will evaluate the following: 1. The MMBC positioning statement; including what made MMBC successful and how MMBC stands out from the competition. I will argue that the quality and authentic West Virginia family recipe have created a brand that differentiates the lager from the competition. How these factors have enabled MMBC to create such a strong brand; and why, despite its strong brand, MMBC was experiencing a decline in 2005. I will show that the decline is due to changes in beer drinking patterns, markets, and demographics in the region and the United States overall.3. An evaluation of whether or not to launch Mountain Man Light. I will explore the pros and cons of creating a light version of the beer and other strategic options for growth if this brand extension does not launch or if the launch is unsuccessful. I will demonstrate that launching a light beer product promises improved profits through 2010, but that another strategy should be in development during that time frame if MMBC wants to remain competitive in the long term. Positioning Mountain Man Brewing Company in the East Central Market According to Alvin J. Silk, a positioning statement is designed to define who a company's customers are, what set of needs the product satisfies, and why the product is best to meet these needs (2006, p. 90). I found this question challenging because a positioning statement should define “the place the company wants to occupy in its target audience… in the center of the card… I believe these types of products would tap into the quality that Mountain Man Lager is known for and It seems like a better fit for the brand that Mountain Man is known for. This would also open up opportunities to extend the brand to breweries, which have become very popular in recent years. I think Mountain Man's distinctive and unique history and brand recognition could be used to create a memorable restaurant experience. The main point of this argument is that MMBC should continue to explore opportunities to improve profits, I believe the worst thing MMBC can do is settle for the “status quo ” References Abelli, H. (2007). Mountain Man Brewing Company: Bringing the Brand to Light (2069) Boston, MA: Harvard Business School Publishing. Silk, A. J. (2006). What is marketing? Boston, MA: Harvard Business School Publications.