A One Starch Products Limited (B): Marketing Planning for Liquid Glucose

Abstract

A-One Starch Products Limited, established in the 1930s, is a leading manufacturer of startch and its derivatives. It was a leader industry for its technology and product quality. Gluco-One, the liquid glucose brand of A-One, accounted for 18 to 20 per cent of company's sales. Liquid glucose was a highly competitive product because of excess production capacity. It was a bulky product and because of this competition was on regional basis. This case provides information on the market for the company's products, customers, marketing set-up and cost structure. A marketing plan for Gluco-One is to make base on the information product in the case.