purpose of this case study was to analyse the current position of Becel, and to make inferences as

to how market share growth could be increased. Different strategies were developed, and

evaluated using criterion for each, which ultimately determined the best option. These options

were discussed in class and compared among students in a role playing situation with the

The strategy I chose to increase Becel's market growth was to introduce butter as part of

their product lineup. At the time I wrote my case report, I believed this was the best option

because: it allowed Becel to compete against its main competitor (butter) head-t

right resources, but it is not very feasible for Becel. My option involved heavy investment, and

alienated; and most households buy butter and margarine, and this was a way for Becel harvest

many advantages that were discussed relating to this option. They were: focussing on long-term

was a little riskier because of the uncertainty of butter being introduced under the Becel name. I

so younger generations are accustomed with it, and increase the chances of them purchasing it

tell just from the case information.

target middle-aged families. I considered this option in my report but did not chose it. There are

increases the potential for more market share; the profitable old age target market would not be

Some common words found in the essay are:
, butter product lineup, discussion becel, market share, product lineup, butter product, targeting middle-age,
Approximate Word count = 506
Approximate Pages = 2 (250 words per page double spaced)