Mountain Man Beer Company Essay Example for Free

Mountain Man Beer Company Essay Mr. Prangel as we all know Mountain Man Beer Company has been in the market over eight decades; manufacturing a beer known for its authenticity, quality and toughness. In all these years we have seen many regional breweries vanished by fatal decisions. Mountain Man Beer Company is still standing strong in the market, yet it has come the time to make a crucial decision regarding the future of our company. Before I present my recommendation I would like you to know that I am well aware of your father’s words when he talks about the company, when he says that â€Å"Mountain Man is still standing because we manufacture and exceptional beer with a great brand name, we have never lost sight of our core customer, and we have never been seduced by the other guy’s market†. Unfortunately due to changes in beer drinkers’ preferences and declines in sales for the first year, we need to consider different options to compensate for potential declines in sales in the coming years. Despite all our efforts to build brand equity in 2005 Mountain Man Lager Beer’s sales have declined for the first time in the history of the company by 2%, which could continue on the following years if no action is taken. On the other hand the Light Beer category, in which we have to presence at all, has been steadily gaining market share at a compound annual rate of 4% per year in the past 5 years. Light beer’s market share accounted for 50. 4% of volume sales in 2005. At this point we have two different options from which we can pick from with their pros and cons. The first strategy would be to keep doing what we are doing focusing on our core consumers, maintaining our company as a single product company. The second strategy, and the one I am recommending after looking at the industry’s numbers and different facts in the Beer industry, is to move to diversification of our product portfolio towards light beer to satisfy a new customer base, to catch up with the changing times and the lost in sales of our main product Mountain Man Lager Beer. Keep doing what we are doing The strategy consist in focusing in our core consumers and keeping our brand image of â€Å"Working man’s beer† as Oscar Prangel said â€Å"focusing on what we do best, not by attaching our brand to every conceivable version of a product. † Mountain Man Beer Company has been successful marketing to the blue collar, middle-to-lower income men over age 45, distinguishing from competitors with an old family brew resulting in a flavorful, bitter-tasting, high alcohol level beer, obtaining a brand loyalty rate of 53%. At the same time we have to take in consideration that the beer consumption in the US has declined 2. 3% plus the lost in market share of premium beers, going with this strategy could hurt the company in many ways. This strategy does not include introducing a light beer into the market, even though the market for light beer has been growing consistently 4% per year for the past 5 years. Pros:Keep brand image strong. No investment needed Focus on our core consumers. Cons:Beer consumption in US declined 2. 3% Sales decreased by 2% in 2005 (Appendix 1) 45 + years old beer drinkers are being overshadow by the key consumer segment for beer (21-27 years old) Light beer’s market is growing 4% per year while Premium beer has been losing 4% market share per year. Our Revenue will be considerably hurt in the next years (Appendix 2 3) Launch Mountain Man Light Mountain Man Beer Company will have to introduce a â€Å"light† beer to their product portfolio, to satisfy the growing demand of the younger beer drinkers and compensate the lost in sales of our main product Mountain Man Lager. Light beer is the fastest growing segment in the $75 billion beer industry in the US, accounting for 50. 4% and increasing at compound annual growth rate of 4%. There are many factors we need to take into consideration when launching Mountain Man Light, such as cannibalization, cost, and advertising. -We are shooting for a 0. 25% market share of the light beer consumption in 2006, while growing our share by a quarter of a percent per year the following years. We are projecting 48,735 barrels on 2006 (Appendix 4) -There is a risk of possible cannibalization from MM Light to MM Lager of 5% 20% according to Oscar. I will set cannibalization at 5% due to the fact that MM Lager drinkers consume our product for its roughness, and they are not likely to switch to a lighter version of MML. 25,480 barrels of beer will be cannibalize from MM Lager on 2006. (Appendix 5) -An advertising agency estimated that creating a 60% level of awareness for Mountain Man Light will cost $750,000 for an intensive six months. -Another cost to take in consideration is the increment selling general and administration which is $900,000 per year. -The cost of producing Mountain Man Light will be $71. 62 which is $4. 69 more than a Mountain Man Lager barrel, reducing our contribution margin from 31% to %26. 16. (Appendix 6) -We will see increase in Income and Revenue starting 2007 (Appendix 7) Appendix Appendix 1 Appendix 2 Mountain Man Sales Assuming 2% per year reduction Mountain Man Sales Assuming 2% per year reduction Appendix 3 Projected Income Statement | | | | Mountain Man Income Stament | 2005| 2006| 2007| | 520,000 Barrels| 509,600 Barrels| 499,408 Barrels | | | | | | | |. Net Revenue| | | 50,440,000 | 49,431,200 | 48,442,576 | | COGS| | | 34,803,600 | 34,107,528 | 33,425,377 | Gross Margin | | | 15,636,400 | 15,323,672 | 15,017,199 | | SGA| | | 9,583,600 | 9,391,928 | 9,204,089 | | Others| | | 1,412,320 | 1,384,074 | 1,412,320 | Operating Margin| | 4,640,480 | 4,547,670 | 4,400,789 | | Other Income| | 151,320 | 148,294 | 145,328 | Net Income Before Taxes| | 4,791,800 | 4,695,964 | 4,546,117 | | Provision for Income Tax| 1,677,130 | 1,631,230 | 1,598,605 | Net Income After Taxes| | 3,114,670 | 3,064,734 | 3,003,440 | Appendix 4Projected Market share| | | | | | | Year| Light Beer | MM Light| Market | | Consumption| 0. 25%| Share| | CAGR + %4| . +. 25% per year| | 2005| 18,744,303 | | 0. 00%| 2006| 19,494,075 | 48,735 | 0. 25%| 2007| 20,273,838 | 101,369 | 0. 50%| 2008| 21,084,792 | 158,136 | 0. 75%| | | | | Appendix 5 Cannibalize Barrels Cannibalize Barrels Contribution Margin Contribution Margin Appendix 6 Appendix 7 Projected Income Statement | | | | | Mountain Man Income Stament | 2005| 2006| 2007| | | 520,000| 484,120| 474,438 | BB Lager| | | | | | 74,215 | 126,339 | BB Light| | | | | | | | | | | | | | | | | Net Revenue| | | $ 50,440,000 | $ 54,158,495 | $ 58,275,369 | | | COGS BB Lager| |. 34,803,600 | 32,402,151 | 31,754,135 | | | COGS BB Light| | | 5,315,278 | 9,048,399 | | Gross Margin | | | 15,636,400 | 16,441,066 | 17,472,834 | | | SGA (+900,000 yearly)| | | 9,583,600 | 11,190,114 | 11,072,320 | | | Others (+750,000)| | | 1,412,320 | 2,266,438 | 1,631,710 | | Operating Margin| | 4,640,480 | 2,984,514 | 4,768,804 | | | Other Income| | 151,320 | 162,475 | 174,826 | | Net Income Before Taxes| | 4,791,800 | 3,146,990 | 4,943,630 | | | Provision for Income Tax| 1,677,130 | 1,787,230 | 1,923,087 | | Net Income After Taxes| | 3,114,670 | 1,359,759 | 3,613,073 | |.

William McKinley Essay -- essays research papers

William McKinley 25th President of the United States. William McKinley was born on January 29, 1843 in Niles, Ohio, a town of about 300 people. He was the 7th child born to William and Nancy Alison McKinley His family moved to Poland, Ohio when he was nine years old so that the children could go to a private school called the Poland Academy. In school William liked to read, debate, and he was the president of the school’s first debate club. When he was 16 he went to Allegheny College in Meadville, Pennsylvania, for a while before he got sick and had to return home .he did not go back to Meadville, because the family had no money. Instead, he worked as a postal clerk for awhile. When the Civil War started on April 12, 1861, he taught at Kerr School near Poland, Ohio. He and a cousin, Will Osbourne enlisted as privates in the 23rd regiment, Ohio Volunteer Infantry, which was under the command of Rutherford B. Hayes, the future U.S. president, Because of this acts of bravery, he was promoted to the rank of second lieutenant. By the time the war was over he had attained the rank of brevet major. William went back to Poland, Ohio where he studied law with Judge Charles Glidden. In 1866 he went to law school in Albany, New York, but he did not graduate. In 1867 he was admitted to the bar in Warren, Ohio. He moved to Canton, Ohio where two of his sisters were schoolteachers and he got a job working for Judge George Belden. Belden was so busy with cases that he offered one to McKinley. McKinley won the case and so impressed the judge that he was paid $25.00 for the case and was given a job. Later, McKinley opened his own law office and got into the politics of the Republican Party. He was elected Prosecuting Attorney of Stark County in 1869. While also doing business at a local bank where he met Ida Saxton, she was the daughter of his boss, and was also the Belle of Canton. They got married in January, 1871 and their first daughter, Katherine, was born on Christmas day. Their second child, Ida, was born in 1873 and died at the age of 4 Â ½ months. That same year, Mrs. McKinley’s mother also died. Two years later, their first daughter, Katie, died of typhoid fever. Mrs. McKinley got sick with depression, phlebitis, and epilepsy, which left her needing constant care. Mr. McKinley was always concerned about her and he was known for his devotion to her. McK... ...he president was waiting for medical aid, he said to his secretary, my wife, be careful, Corte you, how you tell her-oh, be careful. He also told the aide not to let the crowd hurt the assassin. McKinley was rushed to a nearby hospital for emergency surgery. . The president was operated on but they could not find the bullet, so they closed him up and sent him to the home in hope that the president would recover. He started to improve for a couple of days but then he took a turn for the worse and died on September 14th from infection. Doctors had decided not to use Edison’s X-ray machine to find the bullet because they were not sure of what effects it might have had on the president. The president’s body first went to the Buffalo City Hall to be seen by the public for a couple of days, then to Washington D.C. for two days and finally to Canton, Ohio on September 18th where he was buried at Westlawn Cemetery. He was the third president to be assassinated: the others w ere Lincoln and Garfield. The assassin was tried, found guilty, and was electrocuted in Buffalo shortly after the shooting. McKinley’s wife, Ida, returned to Canton where a sister cared for her until her death in 1907.

The Movie: Flicka

Flicka Flicka is a heart wrenching movie about the love of family, nature, and horses. This movie shows you the summer of a ranchers daughter. Katy McLauglin (Alison Lohman) is the teenage daughter of a horse rancher who is looking to hand over the reins of the family business. While her family is on the ranch, Katy is studing at a private school feeling like her own kind of misfit. One day, while out riding, Katy finds a beautiful black mustang and instantly feels an emotional connection with the wild horse.Katy begs her father, Rob McLaughlin (Tim McGraw), to let her keep the animal but he is convinced that the mustang would be bad for both his thoroughbred horses and his daughter. But Katy is certain she can break the strong-willed mustang and make her a champion. Katy then names her Flicka, a name meaning † beautiful, young girl†. As she struggles to tame the headstrong Flicka, she also tries to prove to her father that she knows horses as well as he does and that she 's every bit as capable of running the ranch as her brother. The fight for respect and the love of an animal will make you want a ranchers life.And a beautiful horse named Flicka. Flicka shows you the journey that a young teenage girl takes to earn the respect that she rightfully deserves. Katys story is like many stories of women over the years. The fight to be seen as an equal and not as a servent. As we all may know in the United States men had the right to vote long before women did. Women fought for the chance to vote for years. Some, like Susan B. Anthony, were put in jail or shunned for fighting for this right. It took tell World War I for women to recieve this right, but with a couple restrictions.Susan B. Anthony was born February 15, 1820 in Adams, Massachusetts. She was brought up in a Quaker family with long activist traditions. Early in her life she developed a sense of justice. After teaching for fifteen years, she became active in temperance. Because she was a woman, she was not allowed to speak at temperance meetings. This experience led her to join the women's rights movement in 1852. Soon after, she dedicated her life to woman suffrage. Ignoring the cruel works and abuse, Anthony traveled and lectured across the nation for the vote.She also campaigned for the abolition of slavery, the right for women to own their own property and keep their earnings, and she advocated for women's labor organizations. In 1900, Anthony persuaded the University of Rochester to admit women. Anthony, who never married, was aggressive and compassionate by nature. She had a strong mind and a great ability to fight for what she believed in. She remained active until her death on March 13, 1906. In the movie, Flicka, the McLaughlin family fights to keep their beloved ranch.With the trouble to pay the bills, big time bankers have come to the ranch hoping to talk the family into selling the ranch and all the land with it. With the knowledge that selling means the destur ction of their lovely home and the land surrounding it, they fight to make all the money they can. Needing the cash, Rob McLaughlin sees the perfect chance to earn money and get his daughter away from the parasite that she calls Flicka. Rob calls up the head chairman for the local rodeo and makes the deal to sell off the beautiful mustang. When Katy finds out that her horse was sold she's heartbroken and furious.But she's not about to give up. With the hope to get her horse back Katy enters the Bucking Broncos contest in the rodeo in hope to win and use the money to buy back her horse. After realizing that it wasn't going to be as simple as she thought she takes her horse and rides her into the woods. With night coming and a serious storm, Katy and Flicka are in trouble. After finally getting onto some of their land Katy feels safe. Just as she was about to ride herself and Ficka the rest of the way home they are attacked by a mountain lion. Flicka is able to scare away the cat but sustains major injuries in the process.Once found Katy is brought home but has fallen sick. While Katy fights for her life, Flicka fights for hers. Then Rob decides that it isn't fair for an animal to suffer. Then Katy speaks the most heartbreaking line in the story saying â€Å"it's ok daddy, you can kill us†. The next morning Katys temperature has broken and Flicka is safe and healing. The two found each other at the moment of need and have beaten all the odds. This beautiful movie distributed by 20th Century Fox, shows viewers what it takes for a woman to fight for her right and what she loves.

Military Disorder The Diagnosis Of PTSD In Veterans

The diagnosis of PTSD in veterans is different from that of a civilian diagnosed with the same condition. Civilians often experience an isolated traumatic event in their lives whereas veterans and active duty military members more frequently experience combat-related trauma while in a war zone or on the battlefield (Fragedakis Toriello, 2014). Many of these veterans and active duty military members keep silent about their symptoms for fear of consequences to their position or because of the stigma that has been adopted around PTSD by society. This also further contributes to the severity of symptoms in their development of PTSD from onset to treatment (Fragedakis Toriello, 2014). A study conducted by Franz et al., (2013), focuses on†¦show more content†¦Another study conducted by Britt, Adler, Bleise, and Moore (2013), examined active-duty soldier’s morale and whether it moderates the existing relationship between combat exposure and PTSD symptoms. The individuals participating in the study were active-duty U.S. soldiers on an Army base located in Germany who recently returned from a fifteen-month deployment to Iraq. All participants received assessments at four months’ post-deployment, and again at six months’ post-deployment, measuring morale, unit support, combat exposure, and PTSD symptoms. At four months’ post-deployment, participants were given surveys in a classroom setting and in a theater at six-months post-deployment (Britt et al., 2013). Morale was measured using a five-item scale rating the soldier’s level of personal morale. Unit support was measured using an eight-item survey which was then assessed on a Likert scale. Combat exposure was measured using a thirty-three item survey. PTSD was measured using the military version of the PTSD Checklist (Britt et al., 2013). The results of the study indicate that there is a link between morale and unit support, and those two are also significantly related to PTSD symptoms at both times of assessment. One of the most important limitations to this study was thatShow MoreRelatedPost Traumatic Stress Disorder1718 Words   |  7 Pageslong-term response is diagnosed as posttraumatic stress disorder. PTSD is thoroughly examined in soldiers after returning from combat. However, the US Army began screening soldiers for associations with PTSD during World War I prior to deployment (Jones 2003). Associations such as: family, education, personal histories, psychiatric disorder, and childhood abuse. 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