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Essay

Holland Sweetener

Essay specific features

 

Issue:

Business

 

Written by:

Rosemary J

 

Date added:

March 17, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

6 / 1654

 

Was viewed:

1512 times

 

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Essay content:

Based on our analysis, we will give a recommendation for HSC to plan their entry into this market. Industry Analysis The low-calorie, high-intensity sweetener market has been dominated by one major player, NutraSweet, with annual sales of $711M and about 80% market share (the total market in 1986 was $884M annual sales)...
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NutraSweet, a monopolist in the industry, was able to charge premium prices and successfully capture the majority of the pie. Also, the market was expected to grow 15% annually, with a 70% projected sales growth in Europe and Canada. However, since NutraSweet’s original patents were due to expire soon (Europe/Canada market patent expires in 1987 and US in 1992), a new entrant was threatening to enter the lucrative low-calorie sweetener market – HSC...
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