Discussion Questions for a case

1. Evaluate China and Europe as markets for ReTain. What should it take for VBC to tap these markets? How well-positioned is it to do so?

2. Evaluate the attractiveness of the stone fruits markets (both in the US and internationally), the pineapple market, and the almond market as potential markets for ReTain.

3. What target marketing strategy is VBC using for ReTain? Is it single market concentration, selective specialization, product specialization, market specialization, or full market coverage? Evaluate the pros and cons of ReTain targeting strategy versus an alternative strategy.

4. Evaluate VBC committing to basic R&D spending to determine new crops on which AVG might be effective. Is this viable alternative?

5. If you were Johan, what would you do to maximize the value of the ReTain product line? Prepare a coherent strategy that best capitalizes on the opportunities before Johan, given the resource constraints he faces.