Exhibit xxx
Mountain Man SWOT Analysis
Strengths
Capabilities (e.g., Product, Channels, Communications, Price, CRM):
1.
Weaknesses
Capabilities (e.g., Product, Channels, Communications, Price, CRM):
1.
2.
2.
3.
3.
4.
4.
Resources
1.
Resources
1.
2.
2.
3.
3.
Opportunities*
Opportunities focus on (Quantify the MM Lager & Lite opportunities):
1. Customers:
Threats*
Threats focus on (Quantify the MM Lager & Lite threats):
1. Customers:
2. Collaborators:
2. Collaborators:
3. Competition:
3. Competition:
4. Socioeconomic, technological, legal, product life cycle… Context
4. Socioeconomic, technological, legal, product life cycle … Context
* There should be NO REFERENCE to Mountain Man in the Opportunity and Threat sections.
Exhibit 1
Summary Marketing Strategy for Mountain Man Lager and Mountain Man Light
Objectives
Quantified & measurable
Time frame
Challenging & realistic
Target Customers
Likely to be loyal?
Key Competitors 
Objectives (Share or Profit?)
Growth Strategy (Iaco Figure 7.8)
*Competitive advantage
Core capability 
Weaknesses
Likely response?
Growth Strategy (Iaco Figure 7.8)
*Competitive Advantage
Core capability 
Positioning Statement
(see Iaco 49-50)
Mountain Man Lager
To maintain $50 million in annual
revenue despite decreasing
category revenues
Mountain Man Light
Working-class, loyal Believers,
aged 35 to 64, earning less than
75K income, seeking a distinctive
beer for daily consumption that
reflects their mountain heritage &
rough & rugged personality
Other premium beers
Market share
Market penetration
___________________________ based on
Market penetration
___________________________ based on
For working-class, loyal Believers
seeking a beer that reflects their
rough & rugged personality, MM
Lager is an authentic, premium
lager that, unlike other premium
beers, offers a distinctively bitter
taste & higher-than-average
alcohol content in the mountain
tradition.
For
MM Light
,
Key Marketing Mix Capabilities
Product?
Pricing?
Channels?
Communication?
CRM?
Does MM possess requisite capabilities? If it is not currently a MM strength, then the answer is NO.
* Competitive advantage can be based on Cost Leadership (i.e., lower costs and price) or Product Differentiation (product-centric
advantage achieved through innovation or product development capabilities that creates clearly superior products) or Marketing
Differentiation focusing on superior relationships with the customer (customer-centric advantage achieved through CRM capabilities)
or superior image (brand-centric advantage achieved through positioning & advertising capabilities).
Developing the One-Page Recommendation
First paragraph:
Alternative selected 
Product-Market Strategy: 
Mkt. penetration, Mkt. development,
product development, diversification?
Objective achieved?
Customers & Positioning?
Company & competitors’
Competitive advantage?
Second paragraph:
Key marketing mix elements?
With specific details & examples
Fit with current capabilities?
And opportunities/threats?
Will this elicit positive or
negative response from
customers, collaborators or
competitors?
Third paragraph:
Assessment of other alternatives
Same criteria as above & a
quantitative assessment of the
assumptions required for the
second-best alternative to be the
better choice.
Why not?