Objective: Analyze MMBC$\text{'}$s decision to introduce a light beer product. Discuss the implications of service management principles, pricing strategies, and the potential impact on brand loyalty and market share. Consider the distinctive characteristics of services, consumer psychology and pricing, and the challenges of adapting pricing in a competitive market.

Instructions:

Read the provided materials on service management, pricing strategies, and the Mountain Man Brewing Company case study.

Initiate your discussion by addressing the following points:

Service Management: How can MMBC leverage service management principles to enhance customer engagement and satisfaction with the new product line? Consider the nature of services, service quality, and managing customer expectations.

Pricing Strategies: Analyze the potential pricing strategies MMBC could employ for its light beer. Discuss the implications of perceived value pricing, competition$-$based pricing, and price discrimination.

Brand Impact: Evaluate the potential risks and benefits of the product line extension on MMBC$\text{'}$s brand loyalty and market share. How can MMBC mitigate the risks associated with brand dilution? Can you think of a better product line extension that you believe they should create?