Product details

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Abstract

In 2024, the global Commercial Milk Formula (CMF) business was reported to be worth USD53.57 billion. That was expected to experience 5.51% per annum growth between the period 2024-28. The market was ruled by a handful of companies, that spent billions of dollars on multi-pronged marketing to convince the buyers. They used misleading information, used their powerful lobbies, and hired scientists and health workers to target young families, who chose CMF instead of breastfeeding. The World Health Organisation as well as other environmental and health watchdogs were ardently appealing to the national Governments for effective policy interventions to promote breastfeeding for the welfare of the children, mothers, and the planet. Nonetheless to address the CMF shortage, in the year 2022, the US Government made few strategic decisions to overcome supply bottlenecks. Would the Government's response indirectly encourage CMF businesses to employ exploitative marketing strategies to fuel their business growth?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

About

Abstract

In 2024, the global Commercial Milk Formula (CMF) business was reported to be worth USD53.57 billion. That was expected to experience 5.51% per annum growth between the period 2024-28. The market was ruled by a handful of companies, that spent billions of dollars on multi-pronged marketing to convince the buyers. They used misleading information, used their powerful lobbies, and hired scientists and health workers to target young families, who chose CMF instead of breastfeeding. The World Health Organisation as well as other environmental and health watchdogs were ardently appealing to the national Governments for effective policy interventions to promote breastfeeding for the welfare of the children, mothers, and the planet. Nonetheless to address the CMF shortage, in the year 2022, the US Government made few strategic decisions to overcome supply bottlenecks. Would the Government's response indirectly encourage CMF businesses to employ exploitative marketing strategies to fuel their business growth?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2024.

Geographical setting

Region:
World/global

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