Case Study Alltech Inc Free Essay, Term Paper and Book Report
Case Study Alltech Inc.
1. What factors have been involved in making Alltech a market leader in its sector?
Scope of Strategic Marketing beginning with Research:
The main driving force behind Alltech Inc. was Dr. Pearse Lyons, who is entrepreneurial, scientific and innovative business skills helped to develop the company into a significant competitor in the international animal nutrition market.
Dr. Lyons considered research to be the cornerstone of the companys success, about 15 percent of annual revenues were being reinvested in R&D. Innovative marketing and sales techniques, largely based on the concept of Marketing through Education, also facilitated Alltechs rapid international expansion, but whether they would be sufficient to expand sales fivefold was the challenge facing Alltech.
In April 1999 Alltech Inc. announced the appointment of Dr. Karl Dawson, professor in the department of animal science at the University of Kentucky as worldwide director of research. The company believed that in order to achieve its anticipated growth during the next five years ......
Word Count: 3649
Page Count: 14.5 (250 words a page / double spaced)
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