PureCircle Harvard Case Solution & Analysis

In December 2008, the U.S. Food and Drug Administration (FDA found that high purity Rebaudioside (REB), natural and calorie-free product that a young company called PureCircie made of stevia plants, can be used in beverages, foods, and as a tabletop sweetener in the United States the largest market for sugar and sweeteners in the world. while the FDA definition of a breakthrough is hoped that it was not clear, the most obvious would consumers make Reb as a substitute for sugar or sweeteners many already established on the market? potential seemed high considering consumers' growing concerns about obesity and diabetes. However, nothing was certain. what concerns the company was the prospect edge off, that is, as a widely recognized and used by consumer food and beverage (F & B) companies in major mass market products, such as carbonated drinks and time off. If Reb went PureCircle major need at least double its capacity to secure its position in the industry. overbuilt If the leadership capacity of the company and Rebaudioside ultimately remains a niche product, they will be seriously put threaten the viability PureCircle author. However, if the management waited too long, the ability to create substantial wealth for the shareholders of the company will be lost. As it was the founder and CEO has played by investing in sufficient capacity to make the beverage market niche -. before the market for Reb was created "Hide
by David E. Bell, Aldo Sesia Source: Harvard Business School 19 pages. Publication Date: November 19, 2009. Prod. #: 510032-PDF-ENG

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