Product details

Bio Indus features a European player in the bio industries producing top quality ingredients, among which, a range on acidifiers sold under the brand name 'BiAc'. To move away from the commodity business, the company sets out to develop a new 'specialty' ingredient to replace a partly outdated product, named 'Buffer BiAc'. Based on a real marketing situation, the case offers a unique opportunity to work on product competitive positioning. A complete scenario is provided, with quantitative data and other marketing information on the company, products and competitors. Also introduced is the 'competitive positioning analysis' (CPA) matrix, a powerful tool widely used in industrial marketing. The case comes with a quantitative data set in electronic format aimed at the students to facilitate analysis. It is made of a series of 15 tables, the last of which features the CPA matrix tool to be used in the case. For proper use, the students should have access to this file - the file is provided on the teaching note supplement CD-ROM. After briefly summarizing the case, the teaching note introduces the authors, sets up the teaching objectives and proposes a teaching scenario. It then describes the CPA matrix tool, and gradually follows the analysis of the case. The teaching note supplement is designed to help teach the 'Buffer BiAc' case study. It introduces the case setting and, step by step, takes the students through the solving process. It is ready to use and can also be easily adapted by the instructor to his/her teaching objectives and constraints. This case is the first in a series of five case studies on agri-food business-to-business marketing co-authored by Professor H Faucher and corporate executives, 'Fruit Prep', 'Olymp'ia Flavors, B To B Market Segmentation' - Parts A and B, 'Toutatis Sunflower Seeds: Farm Input Distribution Strategy' and 'Pallas and the 'Feez' Feed Enzyme: Crafting BtoB Marketing Strategy'.