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2002 CBS Casebook_38 - PD PD F XC h a n g e Vi e w F XC h a...

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Columbia Business School Management Consulting Association Guidebook 2002 38 Please do not duplicate, copy, print or photocopy The client is a division of an industrial chemicals firm. They are in the business of manufacturing fibers and have had sales of $1 billion. Their concern is that the sales have been declining steadily over the past five years. Their objective is to identify three to five new lines of business with total revenues of $300-500 million utilizing existing capacity in the fiber manufacturing facilities. They have come up with a new fiber that has very good absorbency, something like 10 times its weight, which is a breakthrough in the industry. The client is looking to enter the urban pet care market in the U.S. with this new high-absorbency fiber. They want to manufacture pet care pads, sort of diapers for pets in urban areas. The client would like us to evaluate the potential of this idea, which is where you come in.
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