The subsequent response is a follow-up to the discussion of the Becel case study. The
             purpose of this case study was to analyse the current position of Becel, and to make inferences as
             to how market share growth could be increased. Different strategies were developed, and
             evaluated using criterion for each, which ultimately determined the best option. These options
             were discussed in class and compared among students in a role playing situation with the
             The strategy I chose to increase Becel's market growth was to introduce butter as part of
             their product lineup. At the time I wrote my case report, I believed this was the best option
             because: it allowed Becel to compete against its main competitor (butter) head-to-head, which
             increases the potential for more market share; the profitable old age target market would not be
             alienated; and most households buy butter and margarine, and this was a way for Becel harvest
             the benefits of product loyalty. Through all the advantages, I managed to find some flaws to my
             strategic decision: there might be a confusing between the butter campaigns and the margarine
             campaigns; and the high cost of developing and producing a new product. After submitting my
             case report, I realized another disadvantage to by decision: the sale of butter under Becel's name
             might contradict organizational objectives to provide the market with "heart-healthy, premium
             margarine", and may set the company into a confused direction. After the seminar class
             discussion on this Becel case, I realized that my idea is not as feasible as I once thought.
             The most accepted alternative in our seminar to solve the growth problem of Becel was to
             target middle-aged families. I considered this option in my report but did not chose it. There are
             many advantages that were discussed relating to this option. They were: focussing on long-term
             ...