@masterthesis{Gondokusumo, type = {Bachelor Thesis}, author = {Gondokusumo, Jasmine}, title = {The Impact of Commoditization on Competitor Landscapes and Measures to Win the Power Play (A case study of vitamin D3 industry)}, school = {Hochschule Rhein-Waal}, abstract = {Synthetic vitamin industry is commoditizing. Vitamin companies should be aware of the commoditization phenomenon in order to stay competitive. By knowing the right strategy, vitamin producers can retain market share and still maintain profit in a commoditizing market. There is an increasing competition from the new entrants. Most of them are coming from Asian countries with the advantage of lower production cost. As a result, they oversupply the market with lower price products and change the product value proposition. They take incumbents' market share gradually, starting from the mass market. This thesis utilized qualitative approach to examine the problem. The author conducted interviews with representatives from BASF to provide internal perspectives, and BASF's customer to provide external perspective. In order to assess the countermeasure that has been done by other companies, comparative case studies was deployed. Vitamin C industry case study was used as a base to understand the commoditization in vitamin D3 industry. As a result, similar commoditization pattern can be seen in vitamin D3 industry. However, vitamin D3 industry is not commoditizing at the same pace as vitamin C industry due to different market size and complexity of production. In the formulation stage, commoditization rate of vitamin D3 product depends on the product form. The strategies to face commoditization revolved around the aspects of positioning, relationship, image, efficiency, pricing and innovation.}, language = {en} }