Soren's Chemicals

933 Words Jul 27th, 2013 4 Pages
Soren Chemicals Case Study

1. What is the addressable market size for Coracle? Is the first-year goal of $1.5 million sales reasonable?
Answer:
Currently there are 3 major players in the residential pool clarifier market, Keystone chemicals, Kymera and Jackson Laboratories as well as several distributors who are diluting and private lebeling Soren’s Kailan MW for residential use. Soren’s Jen Moritz estimates that these players have between 15 and 20 percent (15-20%) of the residential pool market. Assuming that Soren stops the private labeling of Kailan MW, current participants hold anywhere from 45-60 Percent of the current market, leaving the addressable market some between 40-55 percent, or between 12-million to 16.5 million in
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The channel is discouraged to sell our product. Different situation for the product Kaylan MW. In this case, formulators use the clarifier in large recreational water parks and buy directly to the chemical manufacturer thus savings on products increase their (formulators) profits.

(b). Soren uses chemical formulators to distribute its products to pool Service Company’s and institutional users.
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