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Case Study: Avantor

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Chapter 1: INTRODUCTION
1.1 About Avantor Performance Materials India
Avantor Performance Materials manufactures and markets high-performance chemistries around the world. Avantor's products are used in academic, industry and quality control laboratories for research, and they are used in the manufacturing of pharmaceuticals, medical diagnostic processes and electronics, including semiconductors and LED units.
Avantor was formed in August 2010 when New Mountain Capital purchased it from Covidien Inc.; however, the company has been in existence for more than 100 years. The company now known as Avantor™ Performance Materials was founded in 1904 by John Townsend (J.T.) Baker.
J.T. Baker was studying chemistry at Lafayette College in Easton, Pennsylvania, …show more content…

Some of these factors are:
Consumer Trends: Market trends can change the entire direction of marketing with very little notice and to great effect. Trends can be the result of endorsements, fads or any sudden change in consumer preference or buying habits on a large scale. When trends change, your marketing must respond to position products and the brand itself in a new light to remain a valid option for the consumer and not fall out of favor.
Laws and Government: Changing laws affect all aspects of business, marketing included. New taxes on business can affect bottom line and require a reduction in the amount of marketing produce. New restrictions on purchases can affect your customers' ability to shop for your brand. New laws governing consumer age limits, licensing requirements or any number of other factors can place limits on the consumer and hinder you.
Demographics: How will the composition of your market change and what opportunities or hurdles will this create? How will population and housing demand evolve?
Current and projected economic conditions: How will inflation, employment, taxes, and other economic factors affect supply, demand, and …show more content…

To begin with marketing strategy, looking at strengths, weaknesses, opportunities and threat is very important. SWOT analysis is a simple but useful tool that marketers use to better understand the business environment. Through findings made in SWOT, a business can effectively penetrate the marketplace and quickly capitalize on opportunities. SWOT analysis helps a company's marketers explore both external and internal factors that could affect the success of an organization.
Strengths: The "Strength" portion of SWOT analysis is examining organization and its standing in the market. To look how organization is specifically positioned -- or not positioned -- to take advantage of any opportunities and how vulnerable it is to any threats. Strengths can be both an ability to capitalize on a marketing opportunity, especially one that other organization aren't as well-placed to seize, or an ability to overcome environmental threats, especially those that other companies will have more trouble

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