Madcap Case Analysis Essay -- Marketing Management

Madcap Case AnalysisProblem DefinitionConsidering 4 elements of the marketing mix and the case discussion of the general trends in the industry, it seems that MCB is experiencing difficulty with place and determining its target market. The case provides m all examples of the companys difficulties in gaining more retail locations, maintaining sufficient inventory level, and, the most important, improper positioning of its carrefour, which hinder the MCB to reach its potential customers.Key Facts95% of beer was distributed through a 3-tier establishment producer - wholesaler - retailer. Since there were about 6 thousand brands and the retails stores could yet carry forty - fifty brands, it was quite difficult to persuade distributors to band with the MCB products. However, the distinct packing drove much of distributors attention to Zebra beer.According to the case, the puzzle with production was the lead time. Due to the timing in supply of the multicolor bottles and the leng thy brewing process, the company could not provide beer to their distributors at any time they needed it. The company could not afford to distribute its product to other states than Ohio, Kentucky, and Indiana because bottle taxes and shipping costs would eat up all the profit.It was noticed that if the beer is displayed in a refrigerator or a cold box, the sales were higher so the company was willing to duple the commission for distributors if they could place Zebra in cold boxes The beer brands were classified as popular, premium, exceedingly premium, and ultra-premium. The distinguishing factor determining if brands belonged to different classes was whether beer was produced by four largest companies (Anheuser-... ... other hand, exploring impudently areas to distribute Zebra, the company might potentially run into a berth described by Rob Daumeyer from Cincinnati line of products Courier. According to the article, when Madcap introduced its three types of beer, they ...we re caught short when they discovered Heidelberg Distributing Co. ordered 6000 cases as an introduction. (Daumeyer 1) They did not expect such(prenominal) popularity and could not effectively 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, clean York McGraw Hill, 2002Rosental, David W., Twells, Richard T. Madcap Craftbrew & Bottleworks, Inc. Zebra Beer - Its Not All Black and White. Miami University, 1999