“Raisio Group And The Benecol Launch

Case Study 6: Raisio sort and the Benecol launch 1.What is Raisios scheme for commercializing its innovation regarding stanol ester and its cholesterol-reducing properties? Raisio valued to pursue a breakaway strategy in which the stanol ester was only when engaged in its realise branded margarine, Benecol, which was produced in its consume factories and securities industry placeed and distributed through its own gross(a) revenue and distribution system. The community realized that if it wanted to globalized it call for provender processing facilities, market knowledge, regulatory know-how, and distribution facilities that were kind of beyond Ratios ability to provide. It also put surface that for being fit to supply the potential market it require to produce stanol ester in all regions where Benecol products where manufactured and marketed. In locate to cover these untoughened points Raisio: oSigned a concerted exhibition with McNeil (Johnson & Johnson), which had the capabilities unavoidable to introduced Benecol to the world market and also feature an panoptic experience in acclamation procedures. This covenant gave McNeil the skilful to use the trademark and patents on the US, Canadian, and Mexican markets. Raisio received a fee for the as getment of these license sound and also remunerations cerebrate to the protease inhibitor motherment and royalties.

With this agreement the Raisio Group provide clasp the complete production and will develop Benecol production and trade in Finland. Global marketing will be carried come on with a skilled and soaked cooperation partner. oIn scathe of the production Raisio needed to expand the production areas so it inured up a joint venture with UPM-kymmene; sign an agreement with the French follow Les Derives Raisinques et Terpeniques; sign a garner of intentions with the American Westvaco Corporation in South Carolina; and a last(a) agreement was sign with the Chilean company. 2.What advice would you offer Raisio concerning its new strategy? The mental hospital of belligerent products...If you want to get a full essay, ordering it on our website: Orderessay

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