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Background note
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Reference no. 585-029-5
Subject category: Marketing
Authors: James Ward (National University of Ireland, Galway)
Published in: 1985

Abstract

This note is to accompany the case "The Hygeia Company", (585-029-1). The abstract of the case is as follows; Hygeia had grown from being a small company formulating and manufacturing chemicals for the domestic market, to a position where it had established a niche in the UK agrochemical market. Relative to the large multinationals of the industry, it was still very small however. One of its most successful recent products was a growth promoter for cereals which appeared to have stolen a march on some of the larger companies. Hygeia was now trying to anticipate reaction from the competition. The case describes the approach Hygeia used to identify new products for its line, how it set up its distribution and how it promoted the products. The question of what to do about a product that was banned in some countries and not in others and which was at the end of its lifecycle is also raised. The principal issues in the case concern an evaluation of the company''s strategy to date, covering such topics as its product/market mix, its competitive strengths and weaknesses, distribution and promotion strategies, the correct strategy for a small company in a market of giants, and how it should approach the future. A background "Note on the World and UK Agrochemical Industry", (585-029-5), is available for use with this case.
Location:
Industry:
Size:
80 employees
Other setting(s):
1977

About

Abstract

This note is to accompany the case "The Hygeia Company", (585-029-1). The abstract of the case is as follows; Hygeia had grown from being a small company formulating and manufacturing chemicals for the domestic market, to a position where it had established a niche in the UK agrochemical market. Relative to the large multinationals of the industry, it was still very small however. One of its most successful recent products was a growth promoter for cereals which appeared to have stolen a march on some of the larger companies. Hygeia was now trying to anticipate reaction from the competition. The case describes the approach Hygeia used to identify new products for its line, how it set up its distribution and how it promoted the products. The question of what to do about a product that was banned in some countries and not in others and which was at the end of its lifecycle is also raised. The principal issues in the case concern an evaluation of the company''s strategy to date, covering such topics as its product/market mix, its competitive strengths and weaknesses, distribution and promotion strategies, the correct strategy for a small company in a market of giants, and how it should approach the future. A background "Note on the World and UK Agrochemical Industry", (585-029-5), is available for use with this case.

Settings

Location:
Industry:
Size:
80 employees
Other setting(s):
1977

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