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Nutrasweet Vs Holland Sweetener Company: Myong-Hun Chang Department of Economics Cleveland State University

This document discusses the strategic interactions between Monsanto and Holland Sweetener Company (HSC) regarding the artificial sweetener aspartame. [1] Monsanto owned the patent for aspartame under the brand name NutraSweet. [2] In the 1980s, HSC entered into joint venture with the goal of challenging Monsanto's monopoly by building its own aspartame plant in Europe. [3] However, Monsanto engaged in aggressive pricing which led HSC to survive in Europe but ultimately remain a small player in the aspartame market.

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Gunadeep Reddy
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168 views

Nutrasweet Vs Holland Sweetener Company: Myong-Hun Chang Department of Economics Cleveland State University

This document discusses the strategic interactions between Monsanto and Holland Sweetener Company (HSC) regarding the artificial sweetener aspartame. [1] Monsanto owned the patent for aspartame under the brand name NutraSweet. [2] In the 1980s, HSC entered into joint venture with the goal of challenging Monsanto's monopoly by building its own aspartame plant in Europe. [3] However, Monsanto engaged in aggressive pricing which led HSC to survive in Europe but ultimately remain a small player in the aspartame market.

Uploaded by

Gunadeep Reddy
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Game Theory and the Social Sciences NutraSweet vs Holland

Sweetener Company

• Aspartame: low-calorie, high-intensity


Introduction sweetener
• Monsanto’s brand name: NutraSweet
Myong-Hun Chang
• NutraSweet: key to the success of diet
Department of Economics
Cleveland State University Coke and diet Pepsi in the 1980s.

• July 1981: FDA grants permission for dry


G. D. Searle & Co. use of aspartame as a food additive
• October 1981: Searle launches “Equal”
• 1965: Serendipitous Discovery of
• December 1982: The NutraSweet Group
Aspartame at Searle
established as a separate operating division
• 1970: Searle secures a patent on aspartame of Searle
– Patent Expiration Dates:
• July 1983: FDA approves “wet” use of
• 1987 in Europe and Canada
• Dec. 14, 1992 in the United States
aspartame
• 1970: Seeks approval from the FDA for the • “Branded Ingredient Strategy”
use of aspartame as a food additive • Summer 1985: Monsanto acquires Searle

Monsanto’s Strategic
Holland Sweetener Company
Considerations
• Capacity investment, pricing, and marketing • Joint Venture between Tosoh Corporation
strategies in anticipation of the patent (Japan) and DSM (Dutch State Mines)]
expiration • Created (1985) to challenge Monsanto’s
• State of the markets (Europe, Canada, U.S.) monopoly in the aspartame market
following the patent expiration • 1986: HSC begins building an aspartame
• Strategic vs Economic decisions plant in Geleen, the Netherlands
• Scale of Entry: Small 500-tonne plant

1
HSC’s Strategic Considerations HSC’s Conclusion
• Enter the European market at small scale
• Expectation of the Post-Entry Market – Brand name Sanecta
• Two Scenarios • NutraSweet unlikely to engage in price
– “Normal Competition” warfare
– “Price War”
• Strategic vs Economic Considerations

Post-Entry Price Competition • NutraSweet’s Exclusive Contracts with


Coke and Pepsi
• 1987: NutraSweet’s European patent
• Huge Loss for HSC
expires
• HSC’s appeal to the European courts
• Holland Sweetener attacks the European
market • HSC survives in Europe
• Monsanto fights back (aggressive pricing)
– Pre-entry price: $70 per pound
– Post-entry price: $22 - $30 per pound

Monsanto’s Incumbent
U.S. Market
Advantage
• Patent expiration expected in 1992
• Branding: Huge investments in creating the
• Jan. 1992: HSC announces a plan to brand identity
increase the annual capacity of its Geleen
• Advertising: Estimated at $30 million
plant
annually
• Cost Advantage: NutraSweet at a much
lower point on the learning curve than HSC

2
Monsanto’s Deterrence Strategy Game-Theoretic Issues
• New long-term contract with Coke and Pepsi
• Late 1989: NutraSweet announces a plan to • Who are the relevant players in this game?
double the annual capacity of its Augusta plant. • What were the options open to these
The new capacity to come on stream in 1991. players?
• Sept. 1991: NutraSweet announces a plan to build • What were the players’ time frame for their
a plant in France (to come on stream in July-
strategic planning?
August 1993.
• Feb. 1992: NutraSweet launches a $10 million • Long-term goal vs quick short-run profits
advertising campaign for Equal

• HSC’s Pre-Entry Considerations in 1986


– NutraSweet’s Reaction to HSC’s Entry in
Game Theory
Europe
• Live-and-let-live Accomodation? • Science of Rational Behavior in Interactive
• Aggressive Price War? Situations
• Post-Entry Market Reality in Europe – Does not guarantee winning
– NutraSweet engaged in a price war – Does provide general principles for thinking
– What was NutraSweet up to? about strategic interactions
• Deterrence in preparation for U.S. Competition?
• Bluff?
• Credibility?

Examples How to Use the Examples?


• Tennis and Mixing Shots (mixed strategy) • Case Study Approach
• GPA trap (prisoner’s dilemma) – Parallels between the examples and the real-life
problems
• Flat Tire (backward induction/coordination)
– Drawback?
• Mean Professors (commitment)
• Analytical Approach
• Roommates (brinkmanship/war of attrition) – Constructs a theory of strategic action
• Dating Game (manipulating information) – Drawback?
– Advantage?

3
Game Theory and Strategic Main Lessons
• Taxonomy Matters
Behavior – Recognize the type of game you are in
• Equilibrium Matters
• “Games offer a classification of different – Know what types of outcomes are logically
strategic situations and way to incorporate possible in the game you are playing
and ‘audit’ many relevant elements • Change the Rules
(players, payoffs, timing, information).” – Manipulate the game structure to turn the
– Colin Camerer (private correspondence) projected outcome in your favor
• Institutions Matter
– Know which rules you can/cannot change

• “Everything in strategy is very simple, but


that does not mean that everything is very
easy.” --- On War, Carl Von Clausewitz

• “Things should be made as simple as


possible, but not any simpler.” --- Albert
Einstein

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