“Raisio Group And The Benecol Launch

Case Study 6: Raisio Group and the Benecol launch 1.What is Raisios strategy for commercializing its innovation regarding stanol ester and its cholesterol-reducing properties? Raisio wanted to pursue a self-employed person strategy in which the stanol ester was only personad in its depict branded margarine, Benecol, which was produced in its own factories and marted and distributed through its own thoroughgoing(a) revenue and distribution system. The fellowship realized that if it wanted to globalized it demand provender processing facilities, market knowledge, regulatory know-how, and distribution facilities that were rather beyond Ratios ability to provide. It also order surface that for being able 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 weak points Raisio: oSigned a concerted locating with McNeil (Johnson & Johnson), which had the capabili ties requisite to introduced Benecol to the world market and also feature an elongated experience in approval procedures. This covenant gave McNeil the skilful to use the trademark and patents on the US, Canadian, and Mexican markets. Raisio received a defrayal for the assignment of these license right and also remunerations cerebrate to the intelligence agent development and royalties.

With this agreement the Raisio Group will clasp the whole production and will develop Benecol production and trade in Finland. Global marketing will be carried come on with a skilled and strong cooperation partner. oIn s cathe of the production Raisio needed to exp! and the production areas so it inured up a joint venture with UPM-kymmene; sign an agreement with the French company Les Derives Raisinques et Terpeniques; sign a letter of intentions with the American Westvaco Corporation in South Carolina; and a final agreement was sign with the Chilean company. 2.What advice would you offer Raisio concerning its new strategy? The mental hospital of agonistic products...If you want to get a full essay, ordering it on our website: BestEssayCheap.com

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