Summary – Mountain Man Beer Company (MMBC) is experiencing a decline in sales for the first time in the company's history. Chris Prangel, who will inherit the family business in five years, is faced with a difficult choice: take the risk of launching a new product to attract a younger clientele or follow in his father's footsteps, continuing as a man 80 years old. Mountain Man Lager Company. His father is concerned about profit, core business and cannibalization and Chris has done several research to estimate the potential business opportunity for the new Mountain Man Light product. Through analysis of the company, product and market, it is clearly beneficial. for MMBC to launch Mountain Man Light. But Mountain Man Lager is the core business without which it is impossible to develop a new product and capture new market share, which is the spirit of the decades-old brand. Therefore, although I recommend starting Mountain Man Light to create a new business, attracting younger and female customers and making profits, Chris should consider these strategies: maintain sufficient effort on existing products and keep the first position in the market, develop the brand. and expand the product line, if he plans to profit from the new product in two years. Situation Overview - Mountain Man Brewing Firm was a self-owned, relationship-owned brewery that produced Mountain Man Lager, a beer known for its authenticity, quality and toughness. It had a distinctive rancid taste, slightly above the average alcohol content, and was considered a potent working man's beer. It has been rated “Best Beer in West Virginia” for 8 years in a row. It was also rated “Best Indian Beer... middle of paper......on. Furthermore, the consequences must be compared to the first target plans. Conclusion: Introducing a new product is never without risks, but a new light beer option seems the most feasible as it addresses most of the threats and opportunities facing the company. . With the financial and market analysis provided, Chris should be able to confidently address his father's concerns. The brand has managed to stay in the game alongside strong competitors such as Anheuser Bush, Miller and Adolf Coors. The uniqueness of the taste along with the higher average alcohol content is what keeps its loyal customers waiting for more. An alternative to consider for the Mountain Man Brewing Firm is to look at and discern how difficult it should be to distribute it into innate strains and bars as well as the possibility of getting it on tap..