Holista CollTech: Directions for focused growth

Adriana Mohd Rizal, Khairul Akmaliah Adham, Mohd Fuaad Said

    Research output: Contribution to journalArticle

    3 Citations (Scopus)

    Abstract

    In December 2009, Holista CollTech Ltd. was established as a biotechnology company and its core business was the production of ovine collagen and Kacip Fatimah extracts. The ovine collagen was used mainly in a broad range of food, health supplements, cosmetics, and medical products, while Kacip Fatimah extracts were ingredients for food and supplements products. Holista CollTech's corporate vision was to be a global player in the multi-billion dollar collagen and herb extract markets. However, it faced fierce competition in the collagen market which was already dominated by a number of large multinational firms, and in the herb extract market in which competition was becoming increasingly intense due to the rising number of imitators. This was a challenging situation for Holista CollTech Ltd. since these competitions could prevent the company from achieving its objective to increase its control in these two markets. This case provides the opportunity to discuss Holista's competitive environment and internal elements. The case analyst will recommend appropriate strategies to the newly appointed Chief Executive Officer.

    Original languageEnglish
    Pages (from-to)187-232
    Number of pages46
    JournalAsian Case Research Journal
    Volume14
    Issue number2
    DOIs
    Publication statusPublished - Dec 2010

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    Food
    Multinational firms
    Competitive environment
    Analysts
    Chief executive officer
    Biotechnology
    Medical products
    Health

    ASJC Scopus subject areas

    • Business, Management and Accounting(all)

    Cite this

    Holista CollTech : Directions for focused growth. / Rizal, Adriana Mohd; Adham, Khairul Akmaliah; Said, Mohd Fuaad.

    In: Asian Case Research Journal, Vol. 14, No. 2, 12.2010, p. 187-232.

    Research output: Contribution to journalArticle

    Rizal, Adriana Mohd ; Adham, Khairul Akmaliah ; Said, Mohd Fuaad. / Holista CollTech : Directions for focused growth. In: Asian Case Research Journal. 2010 ; Vol. 14, No. 2. pp. 187-232.
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