Mountain Man Light

Goals:

 Develop an understanding of the evolution of a brand.

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 Analyze an opportunity for a product line extension.

Points to include:

 What has made MMBC successful? What distinguishes it from its competitors?

 What factors contribute to MMBC’s brand equity?

 What has caused MMBC’s decline in spite of its strong brand?

 Financial analysis:

o What performance would be necessary for Mountain Man Light to break even?

o How does cannibalization factor into your recommendation?

 What are alternative options for strategic growth?

Make your recommendation: Should MMBC launch Mountain Man Light? For more information on Mountain Man Light check on this: https://en.wikipedia.org/w/index.php?search=Mountain+Man+Light

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