Marketing questions:
(1) Based on the case information, if MMBC does nothing to change the situation, what is the projected operating profit in 2010? How does the figure compare to 2005's operating profit?
(2) Use Exhibit 1 as your model and project a 2010 income statement. (But you only need to understand and project the part until Operating Margin, which should be actually called Operating Profit.)
(3) From Exhibit 1 and Page 2 and 6, What is the price per barrel for MM lager?
(4) What is the projected price for MM Light? And what is MM Light's gross profit (i.e., contribution) per barrel?
(5) From the case, what are the various type of costs involved in introducing the new MM Light beer in the first year? Can you list the name of the cost and its number? (The total of these costs are the number we need to consider in break even analysis. )
(6) Describe one strategy that can extend MMBC's Lager Beer brand. You should use the relevant course reading to support your argument.