Madcap Case Analysis Essay -- Marketing Management

incautious Case AnalysisProblem DefinitionConsidering 4 elements of the marketing meld and the case discussion of the general trends in the industry, it seems that MCB is experiencing problem with quad and determine its target market. The case provides many examples of the confederations difficulties in gaining more retail locations, maintaining comfortable inventory level, and, the most important, improper positioning of its product, which impeded the MCB to reach its say-so customers.Key Facts95% of beer was distributed through a three-tier system producer - wholesaler - retailer. Since there were about 6 thousand brands and the retails stores could only carry twoscore - fifty brands, it was quite difficult to persuade distributors to deal with the MCB products. However, the distinct packing drove much of distributors attention to Zebra beer.According to the case, the problem with production was the deuce-ace time. Due to the timing in supply of the painted bottles and th e lengthy create from raw material process, the company could not provide beer to their distributors at any time they required it. The company could not afford to distribute its product to other states than Ohio, Kentucky, and indium because bottle taxes and shipping costs would eat up all the profit.It was detect that if the beer is displayed in a refrigerator or a cold box, the gross revenue were higher so the company was willing to double the commission for distributors if they could place Zebra in cold boxes The beer brands were classified as popular, premium, super premium, and ultra-premium. The distinguishing factor determine if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-... ... other hand, exploring new areas to distribute Zebra, the company might potentially run into a situation described by Rob Daumeyer from Cincinnati Business messenger. According to the article, when Madcap introduced its three types of bee r, they ...were caught short when they spy Heidelberg Distributing Co. ordered 6000 cases as an introduction. (Daumeyer 1) They did not expect such popularity and could not in effect handle it.BibliographyDaumeyer, Rob. Beware of Too Much Business Cincinnati Business Courier (June 1996) 9pars. 28 June 1996Mullins, John W., et al. Marketing Management. 5th Edition, New York McGraw Hill, 2002Rosental, David W., Twells, Richard T. Madcap Craftbrew & Bottleworks, Inc. Zebra Beer - Its non All Black and White. Miami University, 1999