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Case Review Biovail Corporation

In:

Submitted By ganji
Words 1251
Pages 6
Case Review:
Rohm and Haas

11/4/2010

Background
2

 1983: $2B worldwide sale from 4 segments
 Kathon microbiocide products: $25M
Polymers, resins, and monomers

Industrial chemicals Plastics

Fluid Process chemicals Specialty chemicals Kathon 886 MW

Thayer School of Engineering

Agricultural chemicals Petroleum chemicals Kathon MWX

11/4/2010

Background
3

 Metalworking fluid: 60 million gallons in the US
 Biocides kill microorganisms in metalworking fluids

Product name
Treatment capacity
Market potential

Sale Volume
Actual sale during
1st five month

Thayer School of Engineering

K 886 MW

K MWX

1,000 gal

50-100 gal reservoirs

$18M

$20M

$5.4M (1983)

$0.2M (target in 1984)

$2.1M

$12,000!!!

11/4/2010

Optimistic Prospects for MWX
4

 Great market potential ($38M)
 Maintenance biocides likely to gain market share
 Several advantages:
• Easy to use
• No maintenance
• Safe
• Higher effectiveness
• Large customer surplus

Thayer School of Engineering

11/4/2010

... But it doesn‘t sell!
5

 Lack of need recognition for biocides

 Lack of brand awareness among end consumers
 Lack of MWX awareness
 Lack of awareness of the benefits of MWX
 Lack of incentives for distributors to sell MWX

Thayer School of Engineering

11/4/2010

End-User EVC of Kathon MWX
6

 Compare costs incurred by end-user who does and does

not use Kathon MWX
Not Using MWX

Using MWX

Fluid Concentrate Purchase

$

$

Fluid Disposal

$

$

Risk of Fluid Disposal

%

%

EVC  Reference
Value Differenti Value al Thayer School of Engineering

11/4/2010

End-User EVC of Kathon MWX
7

Assumptions
Maintenance biocides extend fluid life indefinitely
1 Gal Undiluted Fluid  25 Gal Diluted Fluid
1 Packet of MWX  50 Gal Diluted Fluid
“Typical” Small Machine Shop


22 Machines x 50 Gal Tank = 1,100 Gal/Cycle

4-week Cycle based Calculations
 Shops not using MWX:

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