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Market Opportunities for Milkcalcium-Review of the milkcalcium market and resulting engineering aspects

Rietveld, A.B. (2008) Market Opportunities for Milkcalcium-Review of the milkcalcium market and resulting engineering aspects. Master's Thesis / Essay, Industrial Engineering and Management.

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Abstract

Friesland Foods Domo produces calcium from whey - milkcalcium. This product has several benefits over chemical calcium sources used in food products. However, the higher price of milkcalcium makes customers – mostly dairy companies – think of producing the product themselves. On top of this, Domo is processing more and more feedstock, resulting in higher milkcalcium production. Hence, an overview of the market is needed to decide on what aspect to focus in Domo’s strategy. This process is shaped according to the New Products Development concept and delivers a product concept based on market information. The first part of this research is focused on the market side of the problem. A review of the market is made in such a way that Domo can see which segments are profitable and which are not. Based on this overview, a decision is made to target a specific segment. The second part of the research analyses the problems resulting from the segment to be targeted. The result is an overview of certain options which fulfill the prerequisites for targeting that segment. These options are financially evaluated and a recommendation is made for Domo to invest in a certain option.

Item Type: Thesis (Master's Thesis / Essay)
Degree programme: Industrial Engineering and Management
Thesis type: Master's Thesis / Essay
Language: English
Date Deposited: 15 Feb 2018 07:28
Last Modified: 15 Feb 2018 07:28
URI: http://fse.studenttheses.ub.rug.nl/id/eprint/8476

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