1. What has made MMBC successful in the past? What distinguishes the brand from competitors in terms of product, customers, distribution, marketing approach and cachet? 2. What has caused the decline in MMBC's operating results in spite of its strong brand? Based on case facts, develop a simple "do-nothing" pro forma (2005-2010) which projects Revenue, Contribution Profit, Fixed Expenses and Operating Profit 3. What are the pros and cons of introducing a Mountain Man light beer? 4. The case suggests that in order to get approval to launch a Light Beer, MMBC would have to break even within 2 years by more than covering the costs associated with launch advertising, incremental SG&A and lost MMB sales due to cannibalization. Based strictly on the pro formas shown in the accompanying spreadsheets, should MMBC launch a light beer product? 5. Are MMBC's stated criteria for their "go/no-go" decision appropriate? If not, what would be more appropriate criteria and why? 6. Which factors are most important in determining 5 year NPV's for a light beer launch? Which factors can/should MMBC try to change to improve NPV? Substantiate your answer to this question (viz, how can you analytically demonstrate which factors are most important?) 7. How might Mountain Man mitigate some of the risks of launching a light beer? 8. Are there other strategic options for growth that Chris should evaluate? 9. Based on your answers to question #8 and other non-tangible factors, should MMBC introduce a light beer?