...Zoecon Corporation Case Study Introduction Zoecon Corporation was found in 1968 in Palo California by Dr Carl Djerassi to research endocrinological methods of insects’ population control Djerassi was a pioneer in the development of chemical methods for human birth control which subsequently led to the introduction of the birth control pill. The name Zoecon is a combination of the Greek words Zoë for life and con for control. Mission Zoecon Corporation was acquired in 1983 by Sandoz. I.T.D. a Swiss based producer of pharmaceuticals, agrichemicals, and colors and dyes. Zoecon’s mission was to be marketing arm of sandoz I.T.D in the animal health and insect control areas. Products I. Animal health products to small-animal veterinarians and clinics II. Pest control chemicals for farm animals III. Insecticides for household pets and pest control to supermarkets, pest stoes, veterinarians, and pest control companies IV. Products and chemical compounds to firms engaged in marketing pest control products to consumer market. Problem Definition In January 1986, Zoecon corporation executives met to assess future growth and profit opportunities for its strike brand insect growth regulator (IGR) called Strike ROACH ENDER. The meeting was prompted by a recent change in the top management and corporate objectives which was emphasized a focus on high financial return businesses and products. However, three alternatives were raised by executives in order to achieve target: ...
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...SOUTH DELAWARE COORS, INC. INSTRUCTOR’S GUIDE TO YOUR CASE ANALYSIS1 Background South Delaware Coors, Inc. represents an interesting marketing situation for three reasons: the issue in the case is clear-cut while data needed to solve the issue requires conceptualization and insight; the case contains elements common to most feasibility decisions (estimates of industry demand, market share, investments, costs, and resulting performance are required); and the case requires students to develop actionable decisions based on the research information. Two problems are present in the case. The first is a decision on what research should be conducted by Manson and Associates to allow Larry Brownlow to estimate the feasibility of a Coors distributorship for a two-count area in Delaware. The second problem is a decision on whether or not the distributorship is feasible or, in other words, a go/no-go decision by Brownlow regarding his application. This problem is largely implicit in the case, but it is the problem you are to address in your analysis. In fact, you should employ the following problem statement in your case report: “Does the South Delaware Coors distributorship offer sufficient investment potential given Mr. Brownlow’s current business and personal situation?” Attached you will find the results of all studies mentioned in the case. You may employ any or all of these to make your recommendation. Do not worry about exceeding Mr. Brownlow’s research budget. We will assume...
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...The Problem. Zoecon needs to decide whether or not to distribute Strike ROACH ENDER to all 19 cities that represent 80% of insecticide sales. Recommendation. Zoecon should not pursue expanding distribution of Strike ROACH ENDER to all 19 cities. The test market analysis and the market forecast data project that Zoecon would sustain losses. The company should make a decision to pursue other alternatives before April. Test Market Analysis. The test market sustained losses of $ 1,204,149.80. Further research into the data reflect that the cause of the losses stem from the initial low adoption rate of the product. Though 57% of the market was aware of the product only 6% had actually purchased Strike ROACH ENDER. Repeat use of the product was 30% which can be seen as a positive in for the product. When customers repurchased the product they would on average buy 3.5 units. Repurchases may have different causes, first the application direct to use every 120 days (4 months) and the trial period was for 6 months. Second, customers who bought the product a second time would have been pleased with the initial use, or there was a lack of product for their specific roach killing need. This is a solid source of revenue but was not enough to cover the cost of expenses for the test market. The conclusion for the test market is that there was not enough adoption to at least break-even on the cost. Profit/Loss Potential. The test market analysis allowed for a projection of the entire...
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...| The Problem. Zoëcon Corporation faces the below problem concerning the future of their consumer product, Strike ROACH ENDER. Should Zoëcon commercialize the Strike ROACH ENDER brand by expanding distribution to the 19-city market area in the Southeast United States? Recommendation. Based on the following Decision Factors, Zoëcon should not expand distribution of the Strike ROACH ENDER brand. Profit Potential. As outlined in Table 1, Zoëcon reached over half of the potential households in the 1985, four-city test market. Six percent of households trialed the product and 30% of those were repeat buyers. However, the test market was ultimately not profitable. As provided in Table 2, losses for the test market exceeded $1.2 Million. Even with an anticipated10% annual growth in the pest control market, the forecasted losses for the 19-city market exceeds $1.8 Million (Table 3). Take note that the forecast is based on sales for one-year (1986) and assumes the variable costs are equal to the industry-standard product launch cost of $10 Million. Extended in Table 3, the total sales dollars in 1986 would need to exceed $18 Million in order for Zoëcon to break even in the 19-city market. This is a 32.5% growth rate required compared to the forecasted $13.7 Million in total sales. Core Competencies. Zoëcon has established relationships and support from expert organizations like veterinary clinics, pet stores, and PCOs. Due to these relationships and Zoëcon’s dedicated focus...
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...Conner Moreno csm0136 Individual Case Summary for Zoëcon Corporation: Insect Growth Regulators MKTG 5150.080 Marketing Management Spring 2015 Attached is my summary for the Zoëcon Corporation case. Included are four tables which provide supporting data for my recommendations. The Problem(s). Should Zoecon commercialize the Strike Roach Ender brand by expanding distribution to the 19 city market area in the Southeast United States? The Recommendation(s). Zoecon Corporation should not expand their sales of Strike Roach Ender into the 19 city market in the Southeast United States. Justification for the recommendation stated is based on four decision factors from the case. Profitability. From the test market analysis, the results produced a unit contribution breakdown shown in Table 1. Using that information to build Table 2, Test Market Sales and Profit Analysis, it can be seen that the Strike Roach Ender incurred a Net Loss of $1,204,150.00. Forecasting those sales across 19 cities can yield three different alternatives for Net Profit/Loss. These three alternatives are based strictly on which approach to take when estimating fixed expenses. Table 3 shows a predicted expansion of Sales and Profit Analysis throughout the 19 cities. It can be seen that Zoecon will have total revenues equal to $9,368,040.00 and based off unit contribution percentage will result in a total of $5,182,320.00 contribution dollars. From this we can use three alternatives to estimate...
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...Case Study: Zoecon Corporation Zoecon Corp. Mission Statement: Our corporation founded in 1968 is specialized in insecticide and pest control sales as well as animal protection from parasites. We cover mainly three markets : individuals and households , veterinary clinics and animal owners as well as pest control companies. We operate geographically all over the united states. Our consumer products can be found in supermarkets, drugstores and veterinary clinics. We offer a wide range of products . Besides protecting you from insects and parasites with our insecticides, we also specialize in insect growth regulators, which prevent insects from reproducing again. Insect growth regulators are totally harmless for humans and animals. therefore you can use them without worrying about your family or animals. We offer adulticides for all kind of crawling and flying insects . For pets we have efficient flea collars and aerosols . With many years of professional research, our team is working day and night on the safest ways to protect you. Our staff is composed of professional scientists and chemical engineers . With every single product being tested, we can guarantee good quality and satisfaction. We are also concerned for the environment, The reason for which we are specializing and working more and more on the insect growth regulator products. We guarantee that in the near future, nearly all of our products will become harmless for human and pet life if misused ...
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...Marketing Management MKTG 5150, 007, 077, 080, 086 Fall 2013 8W Instructor: Kenneth N. Thompson, Ph.D. Professor of Marketing & Logistics Office Hours: 1:30 – 3:30 TTh and by appointment E-‐mail: kenneth.thompson@unt.edu. Only use this e-‐mail address if you cannot reach me via the Blackboard Learn e-‐mail facility. Use the ‘e-‐mail’ selection on the Learn menu bar (left side of the Learn window). E-‐mail traffic initiated via Blackboard Learn is specifically flagged to get my attention. By the way, do not expect me to respond to e-‐mail on weekends or after 5:00 p.m. on weeknights. I am often online during these times, but there are no guarantees with my extensive travel schedule this Summer. Roger Kerin and Robert Peterson (2010), Strategic Marketing Problems: Cases and Comments, 12th Ed. (Upper Saddle River, NJ: Pearson Prentice Hall) ISBN-‐13: 978-‐0-‐13-‐...
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...Technology Ventures From Idea to Enterprise is p r bite ohi d. se The pre na limi ry p s age are p are rep d fo r s ent tud s of D ho r. T ma Any s. yer sB oth e e r us se The pre na limi ry p s age are p are rep d fo r s ent tud s of D ho r. T ma Any s. yer sB oth e e r us is p r bite ohi d. Technology Ventures From Idea to Enterprise d. Thomas H. Byers Stanford University se The pre na limi ry p s age are p a Richard C. Dorf . Thom f Dr University of California, Davis so t den stu r d fo Andrew J. Nelson are rep University of Oregon Any s. yer sB oth e e r us is p r bite ohi TECHNOLOGY VENTURES: FROM IDEA TO ENTERPRISE, THIRD EDITION Published by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright @ 2001 by The McGraw-Hill Companies, Inc. All rights reserved. Previous editions © 2008 and 2005. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the...
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