Nutrasweet case - Revision history

Dirkjan at 20:01, 27 August 2020

2020-08-27T20:01:14Z

Dirkjan: Replaced content with "Nutrasweet case Category:mbi"

2020-08-27T19:20:27Z

Replaced content with "Nutrasweet case Category:mbi"

Dirkjan: Created page with "Step 1 Nutrasweet Monsantos brandname for the chemical aspartame 70% margin Patent from 1987 - 1992 *Step 2 Challenger: Holland Sweetener Company Building an a..."

2020-08-25T08:05:18Z

Created page with "*Step 1 **Nutrasweet ***Monsantos brandname for the chemical aspartame ***70% margin ***Patent from 1987 - 1992 *Step 2 **Challenger: Holland Sweetener Company **Building an a..."

New page

*Step 1
**Nutrasweet
***Monsantos brandname for the chemical aspartame
***70% margin
***Patent from 1987 - 1992
*Step 2
**Challenger: Holland Sweetener Company
**Building an aspartame plant in 1985
**Anticipated patent expiration
*Step 3
**Monsanto's reponse
***Deep price cuts
***Contractual relations with customers
*Step 4
**HSC goes to court and force access to the customers
**Word war: "We are going to extend this fight to the US"
*Step 6
**Monsanto's position before and after competition
***Before
****No alterantive to Nutrasweet
***After
****Nutrasweet advantage greatly reduced
****What left was brand value and cost advantage
*Step 5
**Coke and Pepsi signed new long term contracts with Monsanto
**There seemed to be an opportunity for competition: why blow it?
**Why?
***Don't want to create perception that it is fooling around with the recipe
***Monsanto already had gone through the learning curve for making aspertame and had a cost advantage
***The just where after a 'price advantage'
*Step 6
**Consequence for HSC:
***There was value for Coke and Pepsi
***HSC could have demanded compensation for creating the competition
***Once compensate it was more difficult for them to make money
***Too quick to become a player
***Should have captured what Coke and Pepsi could do for them upfront
*Step 7
**Monsanto position
***Cost advantage and brand awareness was a great asset
*Step 8
**Coke and Pepsi position
***Reduced dependency on single player
***Savings of <math>200 M</math>
[[Category:mbi]]

← Older revision		Revision as of 19:20, 27 August 2020
Line 1:		Line 1:
−	*Step 1	+	Nutrasweet case
−	**Nutrasweet
−	***Monsantos brandname for the chemical aspartame
−	***70% margin
−	***Patent from 1987 - 1992
−	*Step 2
−	**Challenger: Holland Sweetener Company
−	**Building an aspartame plant in 1985
−	**Anticipated patent expiration
−	*Step 3
−	**Monsanto's reponse
−	***Deep price cuts
−	***Contractual relations with customers
−	*Step 4
−	**HSC goes to court and force access to the customers
−	**Word war: "We are going to extend this fight to the US"
−	*Step 6
−	**Monsanto's position before and after competition
−	***Before
−	****No alterantive to Nutrasweet
−	***After
−	****Nutrasweet advantage greatly reduced
−	****What left was brand value and cost advantage
−	*Step 5
−	**Coke and Pepsi signed new long term contracts with Monsanto
−	**There seemed to be an opportunity for competition: why blow it?
−	**Why?
−	***Don't want to create perception that it is fooling around with the recipe
−	***Monsanto already had gone through the learning curve for making aspertame and had a cost advantage
−	***The just where after a 'price advantage'
−	*Step 6
−	**Consequence for HSC:
−	***There was value for Coke and Pepsi
−	***HSC could have demanded compensation for creating the competition
−	***Once compensate it was more difficult for them to make money
−	***Too quick to become a player
−	***Should have captured what Coke and Pepsi could do for them upfront
−	*Step 7
−	**Monsanto position
−	***Cost advantage and brand awareness was a great asset
−	*Step 8
−	**Coke and Pepsi position
−	***Reduced dependency on single player
−	***Savings of <math>200 M</math>
	[[Category:mbi]]		[[Category:mbi]]

← Older revision		Revision as of 20:01, 27 August 2020
Line 1:		Line 1:
−	Nutrasweet ~~case~~	+	*Step 1
		+	**Nutrasweet
		+	***Monsantos brandname for the chemical aspartame
		+	***70% margin
		+	***Patent from 1987 - 1992
		+	*Step 2
		+	**Challenger: Holland Sweetener Company
		+	**Building an aspartame plant in 1985
		+	**Anticipated patent expiration
		+	*Step 3
		+	**Monsanto's reponse
		+	***Deep price cuts
		+	***Contractual relations with customers
		+	*Step 4
		+	**HSC goes to court and force access to the customers
		+	**Word war: "We are going to extend this fight to the US"
		+	*Step 6
		+	**Monsanto's position before and after competition
		+	***Before
		+	****No alterantive to Nutrasweet
		+	***After
		+	****Nutrasweet advantage greatly reduced
		+	****What left was brand value and cost advantage
		+	*Step 5
		+	**Coke and Pepsi signed new long term contracts with Monsanto
		+	**There seemed to be an opportunity for competition: why blow it?
		+	**Why?
		+	***Don't want to create perception that it is fooling around with the recipe
		+	***Monsanto already had gone through the learning curve for making aspertame and had a cost advantage
		+	***The just where after a 'price advantage'
		+	*Step 6
		+	**Consequence for HSC:
		+	***There was value for Coke and Pepsi
		+	***HSC could have demanded compensation for creating the competition
		+	***Once compensate it was more difficult for them to make money
		+	***Too quick to become a player
		+	***Should have captured what Coke and Pepsi could do for them upfront
		+	*Step 7
		+	**Monsanto position
		+	***Cost advantage and brand awareness was a great asset
		+	*Step 8
		+	**Coke and Pepsi position
		+	***Reduced dependency on single player
		+	***Savings of <math>200 M</math>
	[[Category:mbi]]		[[Category:mbi]]

Nutrasweet case - Revision history

Dirkjan at 20:01, 27 August 2020

Dirkjan: Replaced content with "Nutrasweet case Category:mbi"

Dirkjan: Created page with "*Step 1 **Nutrasweet ***Monsantos brandname for the chemical aspartame ***70% margin ***Patent from 1987 - 1992 *Step 2 **Challenger: Holland Sweetener Company **Building an a..."

Dirkjan: Created page with "Step 1 Nutrasweet Monsantos brandname for the chemical aspartame 70% margin Patent from 1987 - 1992 *Step 2 Challenger: Holland Sweetener Company Building an a..."