Market Strategy Alternatives
A major agrochemical company was developing a new broadleaf herbicide for corn that would compete directly with the company’s second largest product. The senior executive team, which had concerns about cannibalizing market share, considered canceling the program because it was far behind schedule.
SDG’s work demonstrated that the new product did not cannibalize, but defended the company’s corn franchise from the threat of another company’s product launch. An analysis of the rival’s patent position revealed a major risk to the client’s own development program. We recommended negotiating a joint venture with the rival and identified compelling reasons for the rival to agree. We then supported the negotiation team that successfully signed a joint venture agreement, protecting the client’s core market. This project created approximately $100 million in value.
