Bitter Competition The Holland Sweetener Co vs NutraSweet A Case Solution

Case Solution

The NutraSweet Co. has effectively marketed aspartame, a small-calorie, high-intensity sweetener, around the globe. NutraSweet's position was protected by patents until 1987 in Europe, Canada, and Japan, and prior to the finish of 1992 inside the US. The case series describes your competitors that ensued between NutraSweet as well as the Holland Sweetener Co. (HSC) following HSC's entry to the aspartame market later. Describes the next move and counter relocate both marketplace as well as the courts. Also, discusses the organization game that occurs at both tactical and price levels. Finishes while using final countdown for the expiration of NutraSweet's U.S. patent.

Excel Calculations

Questions Covered

1. How should Vermijs expect Nutrasweet to respond to the Holland Sweetener Company’s entry into the European and Canadian aspartame Markets?

2. How should Vermijs assess the relative likelihood of the two scenarios – price war and normal competition – he has in mind?

3. What are Nutrasweet’s strategies to extend their competitive advantage beyond the patent expiration date?

4. Will HSC be successful in the European and Canadian markets? How should they execute their strategy?

5. Why did nutrasweet enter into exclusive, long-term contracts with coke and pepsi, and why did coke and pepsi enter into these agreements with nutrasweet?