Introduction 1.1Background This report has been written as part of the academic requirements of the Master of Business Administration. 1.2Size up A small part ($5.4 million) of Rohm and Haas’ $1.9 billion sales (1983) is derived from the sale of metal working fluids. Currently these sales are realized through the product Kathon 886MW (886MW)‚ which is mainly used as a maintenance biocide in central metal working systems fluid reservoirs. Because of suggestions from the current end-users and
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ROHM AND HAAS CASE WRITE-UP Problem Statement Rohm and Haas have a great product with the potential to make millions of dollars; however the end user is not aware of this product or its potential benefits due to their uninspiring promotional strategy‚ which really has only targeted large formulators and distributors leading to disappointing sales of Kathon MWX. The Kathon MWX has barely reached 6% of their targeted sales volume during its first five months and is nowhere near the potential $20
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Case Review: Rohm and Haas Thayer School of Engineering 11/4/2010 Background 2 1983: $2B worldwide sale from 4 segments Kathon microbiocide products: $25M Polymers‚ resins‚ and monomers Plastics Industrial chemicals Agricultural chemicals Fluid Process chemicals Specialty chemicals Petroleum chemicals Kathon 886 MW Kathon MWX Thayer School of Engineering 11/4/2010 Background 3 Metalworking fluid: 60 million gallons in the US Biocides kill microorganisms
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Rohm and Haas Sayali Suryawanshi John F. Kennedy University Marketing Management April. 26. 2015 No. Words: 1604 1. What is Kathon MWX really worth to users (answer needs to be a dollar value that is supported through your reasoning‚ show formula for value) Kathon MWX’s primary benefit is that it keeps metalworking fluids in tanks clean for a longer period of time. Other competing alternatives when compared to Kathon MWX’s are less powerful and would need to replace the metalworking
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BUAD 880 Rohm and Haas Case Study 1. Purpose of the Report: Joan Macey‚ the Rohm and Haas market manager for Metalworking Fluid Biocides‚ was reviewing the marketing approach for the recently introduced Kathon MWX maintenance biocide. Rohm and Haas is one of several manufacturers that develop liquid biocide chemicals for eliminating microorganisms in metalworking fluids. The company currently manufactures the Kathon 886 MW concentrate biocide‚ the leading biocide in the concentrate biocide market
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rP os t 9-204-021 REV: MARCH 31‚ 2006 MIHIR A. DESAI Dow Chemical’s Bid for the Privatization of PBB in Argentina op yo On November 10‚ 1995‚ Oscar Vignart‚ vice president of business development for Latin America for Dow Chemical Company (Dow)‚ and Luis Marcer‚ CFO of Dow Química Argentina‚ considered the bidding price on Petroquímica Bahia Blanca S.A. (PBB)‚ which was being privatized by the Argentine government. PBB produced both ethylene and polyethylene. It was part of a petrochemical complex
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Sessions 21 & 22—Distribution Decisions and Course Review Friday‚ August 6 Case: Rohm and Haas (A): New Product Marketing Strategy In May 1984‚ Joan Macey‚ marketing manager of Rohm and Haas‚ was reviewing the performance of a recently launched biocide‚ Kathon MWX. Biocides are chemicals that kill microorganisms (such as bacteria) in metalworking fluids. This fluid is used by the metalworking industry in operations such as grinding and drilling. The fluid is directed onto the surface of the
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While most Americans have never even heard of the Chinese company BYD‚ it is a company with plans to make a big impression on the auto industry. What started off as a young man’s fascination with batteries in 1995 has grown to be one of the leading manufacturers of rechargeable batteries. BYD Company Ltd is headquartered in China’s largest and fastest growing city‚ Shenzhen which sits just north of Hong Kong. The company began in 1995 when twenty-nine year old chemist and government researcher
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Dow Chemical Case Question 1 Polyethylene is the world’s most widely used plastic. Polyethylene plastic’s principal application was in packaging‚ from trash bags to milk jugs. It was widely used in the manufacture of everything from trash bags‚ picnic cutlery and garbage pails‚ to plastic toys. Polyethylene also replaced glass‚ wood‚ and metal in certain applications. There were three types of polyethylene‚ Low-density polyethylene‚ High density polyethylene and Low linear density polyethylene
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Dow Chemical Case When Petroquímica Bahia Blanca S.A. (PBB) began the process of becoming privatized by the Argentine government‚ Dow Chemicals saw the acquisition of this company as a golden opportunity to become the leading polyethylene player in Latin America. Dow Chemical’s was already a major player in the chemicals (ethylene)‚ plastics (polyethylene)‚ and agricultural products industries holding position as a low-cost producer. Breaking each segment of their business down into
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