Tropdicorp: One bug's enemy is another man's friend

The case is set in September 2012 and deals with the circumstances surrounding Vietnam-based Tropdicorp’s proposed foray into the organic pesticides market. Outside of its core business of seed science, the company has developed initial expertise in breeding and deploying natural enemies as an organ...

Full description

Saved in:
Bibliographic Details
Main Authors: ZERRILLO, Philip C., HYLDEN, George
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2014
Subjects:
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/108
https://cmp.smu.edu.sg/case/3241
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
id sg-smu-ink.cases_coll_all-1104
record_format dspace
spelling sg-smu-ink.cases_coll_all-11042018-07-13T09:15:26Z Tropdicorp: One bug's enemy is another man's friend ZERRILLO, Philip C. HYLDEN, George The case is set in September 2012 and deals with the circumstances surrounding Vietnam-based Tropdicorp’s proposed foray into the organic pesticides market. Outside of its core business of seed science, the company has developed initial expertise in breeding and deploying natural enemies as an organic pest control measure that complements existing biological, chemical and physical pesticides. Tropdicorp is now looking into how to commercialise the concept of natural enemies and its distinct feature of self-sustainability. Whilst the environmental and economic benefits of natural enemies as organic pest control to farmers and end-consumers has been firmly established, real profit opportunities for producers and distributors has yet to be created. Tropdicorp’s new line of business relies on a business model that requires, aside from strategic and regulatory reconsiderations, a redesign of its value chain and reorganising of its marketing and distribution channels. The challenges to its profitability model include overcoming coordination failure on how to maximise and split profit margins along the value chain. The case furnishes scientific, business and contextual information that is needed for decision-making purposes and to inform a business plan that is to be presented to Tropdicorp’ s board of directors. Through discussion of this case study, students will be able to analyse a new business line and assess the viability of a business model. They may also gain a deeper understanding of what the internal and external implications of a new business line are as it relates to various business functions. This case can be used in a marketing course for undergraduates, postgraduates and executives. 2014-09-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/cases_coll_all/108 https://cmp.smu.edu.sg/case/3241 Case Collection eng Institutional Knowledge at Singapore Management University New product line product launch decision-making marketing distribution and channels market entry regulation business model analysis assessment innovation pesticides organic pesticides agriculture Vietnam Agribusiness Business Administration, Management, and Operations Marketing Strategic Management Policy
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic New product line
product launch
decision-making
marketing distribution and channels
market entry
regulation
business model
analysis
assessment
innovation
pesticides
organic pesticides
agriculture
Vietnam
Agribusiness
Business Administration, Management, and Operations
Marketing
Strategic Management Policy
spellingShingle New product line
product launch
decision-making
marketing distribution and channels
market entry
regulation
business model
analysis
assessment
innovation
pesticides
organic pesticides
agriculture
Vietnam
Agribusiness
Business Administration, Management, and Operations
Marketing
Strategic Management Policy
ZERRILLO, Philip C.
HYLDEN, George
Tropdicorp: One bug's enemy is another man's friend
description The case is set in September 2012 and deals with the circumstances surrounding Vietnam-based Tropdicorp’s proposed foray into the organic pesticides market. Outside of its core business of seed science, the company has developed initial expertise in breeding and deploying natural enemies as an organic pest control measure that complements existing biological, chemical and physical pesticides. Tropdicorp is now looking into how to commercialise the concept of natural enemies and its distinct feature of self-sustainability. Whilst the environmental and economic benefits of natural enemies as organic pest control to farmers and end-consumers has been firmly established, real profit opportunities for producers and distributors has yet to be created. Tropdicorp’s new line of business relies on a business model that requires, aside from strategic and regulatory reconsiderations, a redesign of its value chain and reorganising of its marketing and distribution channels. The challenges to its profitability model include overcoming coordination failure on how to maximise and split profit margins along the value chain. The case furnishes scientific, business and contextual information that is needed for decision-making purposes and to inform a business plan that is to be presented to Tropdicorp’ s board of directors. Through discussion of this case study, students will be able to analyse a new business line and assess the viability of a business model. They may also gain a deeper understanding of what the internal and external implications of a new business line are as it relates to various business functions. This case can be used in a marketing course for undergraduates, postgraduates and executives.
format text
author ZERRILLO, Philip C.
HYLDEN, George
author_facet ZERRILLO, Philip C.
HYLDEN, George
author_sort ZERRILLO, Philip C.
title Tropdicorp: One bug's enemy is another man's friend
title_short Tropdicorp: One bug's enemy is another man's friend
title_full Tropdicorp: One bug's enemy is another man's friend
title_fullStr Tropdicorp: One bug's enemy is another man's friend
title_full_unstemmed Tropdicorp: One bug's enemy is another man's friend
title_sort tropdicorp: one bug's enemy is another man's friend
publisher Institutional Knowledge at Singapore Management University
publishDate 2014
url https://ink.library.smu.edu.sg/cases_coll_all/108
https://cmp.smu.edu.sg/case/3241
_version_ 1794549847147151360