Case Name :      Monsanto and the Global Water Treatment Industry

Authors :           Mary M. Crossan, Dusya Vera

Source :             Ivey Publishing

Case ID :            99M040

Discipline :        Strategy

Case Length :    21 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Monsanto, a biotechnology giant highly committed to sustainable development efforts, needs to assess the attractiveness of the drinking water treatment industry before deciding its entry to it. Four dimensions of the global water treatment industry are described: types of products and services, applications, end users, and geographical markets. The drinking water treatment segment, which is classified into municipal drinking water treatment and residential drinking water treatment, is examined in depth. Players in these two categories produce the chemicals and equipment necessary to purify tap water supplied to consumers and residential water purification devices. The bottled water industry is considered a substitute of the drinking water treatment segment. Teaching purpose: To answer the question “Is the industry attractive?” and to introduce students to industry analysis and industry segmentation.