Zoecon Case Analysis

The Problem(s). Should Zoecon commercialize the Strike Roach Ender brand by expanding distribution to the 19 city market area in the Southeast United States?

Northwest Coalition for Alternatives to Pesticides (NCAP) (Winter 1992). Malathion Insecticide Factsheet. Journal of Pesticide Reform 12(4). Retrieved May 4, 2008, from

If Zoëcon decides to launch Strike ROACH ENDER in all 19 cities, it will cost an estimated $7,020,500 ($5,542,500 less 4 initial cities)3. If these cities yield the same profit as the original four in the first 6 months, Zoëcon will have to absorb $5,718,145 in losses4. The low purchase rate could be due to the nature of the product taking 120 days to effectively reduce roach population, and 6 months of test marketing did not reflect accurate consumer buying trends for the product. It may also be attributed to the premium pricing, which were 50-75% higher than competitors. I suggest an additional year of test marketing in the first four cities before a full launch into the consumer market is considered.

Zoecon Corporation was founded forty three years ago by Dr. Carl Djerassi. The company mainly focuses on insect population control. The company has over 18 brands and Products. Zoecon developed an insect growth regulator (IGR) brand called Strike ROACH ENDER. IGRs are efficient in eliminating insect populations; they are also less toxic than other household insecticides. IGR affects the reproductive cycle of insects but do not kill them. For IGR to kill insects, it has to be combined with an adulticide. However, adulticide has a short term effect on roaches. Therefore, when all areas are not treated, roaches move away and dwell on untreated areas. So adulticide can reduce the effect of an IGR. To introduce Strike ROACH ENDER to the market,

In the early 1940’s, a new technology emerged that was able to successfully combat crop-damaging and disease-carrying insects. A new age of synthetic chemical pesticides use arose. After their impressive success in fighting deadly insect-borne diseases during World War II, pesticides were used widely to combat insect pests for agriculture and public health. Few people challenged the benefits of the new scientific and technological products and many embraced pesticide use with enthusiasm. Despite its success, doubts about pesticide use began to appear a decade later in the 1950’s, when the government began a vigorous pesticide campaign across the country against insect pests. Scientists began reporting heavy losses of avian and

Of concern is the overuse of insecticidal bed bug products, which can pose a threat to humans, especially children. With increased exposure comes, increase risk of toxicity to bed bug insecticides (Doggett, et al., 2012). Professional eradication is preferred, however, bed bugs are becoming resistant to pesticides and the eradication can be unaffordable to some households, especially when multiple treatments are needed. As a result people are increasingly using homemade recipes found on the Internet and unregulated by the U.S. Environmental Protection Agency (EPA), which have unknown toxicity risk and adverse reactions (Doggett, et al., 2012). The University of Texas A &M acknowledges that professional and consumer products such as aerosol “bug bombs” and “fumigators” are only moderately effective and that there are effective do-it-yourself bed bug control measures that need to be used in conjunction with hiring a professional (Doggett, et al.,

Entine states, “…we are dependent on synthetic, as well as natural, chemicals for treating disease and improving both longevity and the quality of life. Both natural and synthetic chemicals are integral to all aspects of modern life” (bish 13) In other words, these processes are not something that can be avoided, as they are standard procedure. Use of pesticides is for the safety of those who consume the food often. When discussing Glyphosate, there is no clear cut answer. Tension and confusion continue to grow, partly due to common chemophobic tendencies. While the definitive conclusion on the product is not clear, the inclination to expect the worst is revealed. As the safety of the product can be seen as evidence to support the safety of Glyphosate, there can at least be a consensus that more research should be conducted before defaulting to fear and

Every year farmers’ crops are subject to droughts, floods, storms, and so much more. But one of the biggest problems that seem to be plaguing the agricultural industry, specifically the cabbage and lettuce industry, is pests. One pest in particular is the diamondback moth, and it has been wreaking havoc all over New York. However, all is not lost; there still will be cabbage and lettuce in the grocery store. The reason for this? Scientists have come up with an effective new way to manage the diamondback moth, and it isn’t reliant on pesticides. It uses genes. But, best of all, it won’t be one farmer paying for one treatment. It will be a universal movement, and this movement has the possibility to revolutionize the crucifer, or, in more simple terms, the cabbage and lettuce market.

Carson clarifies that “the sprays, dust, and aerosols are now applied almost universally to farms, gardens, forests, and homes-nonselective chemicals that have the power to kill every insect, the “good” and the “bad”.” In contemporary world today many people use these mankind chemicals without understanding the effects of nature. For example, the reproduction of bees are dropping traumatically because of the pesticides effects on the insects. According to CNN “How Pesticides are killing the bees “Recent data published in science, Nature and other un journals show that bees are dying from some pesticides that are found in our food supply.” The damaged the chemicals are doing to the bees have worries many scientists. The New York Times wrote, pesticide linked to honeybee deaths, “a group of pesticide believed to contribute to mass deaths of honeybees.” Another example of the harmful chemicals affecting the good insects are by destroying favorable insects such as lady bugs and butterflies, which are another great alternative way to pollinate flower. These beneficial insects are very important for human wellbeing; therefore, we should minimize the use of

Too much of the insecticides will allow acetylcholine to build up which would lead to convulsions and eventually death.

The decline in a variety of bee populations on a global scale has been obvious since the 1990s and scientists have been struggling with what is actually causing this decline. Current studies show that the use of systemic pesticides, specifically neonicotinoids, has been causing the number of bees to decrease rapidly. There are currently seven different types of neonicotinoids used in the agricultural industry today including imidacloprid, clothianidin, acetamiprid, thiamethoxam, thiacloprid, dinotefuran, and nithiazine. Each of these neonicotinoids are currently being studied and the most commonly used neonicotinoid today is imidacloprid.

Zoës Kitchen began in 1995 as a family-run restaurant in Homewood, Alabama. The company's owner, president & CEO, John Cassismus had turned his attention from his own business ventures to the family business, with desires to build a world-class company. Mostly frequented by mothers with small children and white-collar employees in the area, the restaurant catered to those consumers with a desire for healthy foods at comparatively lower prices. As of December 2005 there were 16 locations in five different states. The brand was strong and synonymous with freshness, home-style goodness and family recipes. The menu boasted healthy selections, mostly with a Greek influence, (i.e. chicken pitas & roll-ups, salads & dinner plates) which consumers

The problem of the Zoecon Coporation at this moment is how they can best allocate their technical, financial, and marketing resources for their IGR compounds. Some executives have suggested an informal consumer market expansion with their Roach Ender product to 19 cities, concentrate on the pest control operator (PCO) market with the Roach Ender, or sell its IGR compound to firms actively engaged in reaching the consumer market insecticide market. Some of these suggestions/alternatives are mutually exclusive and some are not, therefore Zoecon Executives should use the test market data analysis, in addition to their experience and knowledge in the insecticide industry to

Critics fear that continual use of chemicals could result in “super weeds” and “super bugs”.

“700,000 times a bee’s lethal dosage,” used in genetically modified crops. One of the biggest concerns is the toxin clothianidin, this chemical is made by Bayer Corp. Clothianidin is absorbed by the plant’s vascular system, the pollen and nectar release by the plant are containing a cocktail of harmful chemicals. Clothianidin is the active ingredient in insecticides such as Clutch 50 WDG Insecticide, Arena 50 WDG Insecticide and Clothianidin Insecticide. The use of clothianidin on GM crops and seeds date back to 1991 and became widely used in 2003.