Natureworks: Market Development for Bioplastics


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG169 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 23 Pages
Period : 1997-2007
Pub Date : 2007
Teaching Note : Not Available
Organization : NatureWorks
Industry : Chemicals and Petrochemicals
Countries : USA

Abstract:

NatureWorks is a major producer of PLA (polylactic acid), a bioplastic made from corn.

The case describes the origin and growth of NatureWorks. It recounts the initial obstacles that the company encountered, the efforts made to promote the product, the criticisms and challenges faced, and the solutions that the company came up with.

The case ends with a discussion on some recent developments concerning bioplastics and the future prospects for the company as well as for the product.

Issues:

» Gain insights into the market expansion and development activities that can be undertaken by a company introducing an unconventional, new product

» Understand the factors that affect the demand for such a product

» Know more about the challenges facing a manufacturer of eco-friendly products and the measures that the company took to address these challenges

» Analyze the future prospects of PLA and NatureWorks

Contents:

  Page No.
Introduction 1
Background Note 2
Natureworks PLA: The Wonder Plastic? 3
Popularizing the Polymer 5
Dow Exits 8
Market for PLA Expands 9
Challenges 10
Outlook 13
Exhibits 15

Keywords:

NatureWorks, Bioplastics, Market development, Strategic alliances, Co-branding, Marketing , Biopolymers, Corn-based polymer, New applications

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