The global plasma powder market size is projected to exceed US$ 2.8 Billion in 2022 and is estimated to exhibit growth at 5.2% CAGR between 2022 and 2032. The global market is set to reach US$ 3.0 Billion in 2032.
The increasing focus of key companies on the development of safe and nutritious animal feed is a vital factor that would drive the market. In addition, the limited use of antibiotics and rising concerns about the maintenance of overall health among consumers are expected to augment growth.
Attributes | Key Statistics |
---|---|
Global Plasma Powder Market Estimated Size (2022E) | US$ 2.8 Billion |
Projected Market Valuation (2032F) | US$ 3.0 Billion |
Value-based CAGR (2022 to 2032) | 5.2% |
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The high demand for animal-derived food products like fish, eggs, meat, and milk is creating an urgent need to provide more nourishment to animals. Optimization of poultry farm infrastructure, enhancements in animal welfare, and ongoing technological developments are expected to push the poultry sector in the next decade.
As feed is considered to be the most critical component in ensuring the supply of abundant, healthy, and affordable animal proteins, animal feed plays a crucial role in the global food economy. Good amounts of nutrients are needed by livestock to meet the requirements of distinct growth stages. They require proper nourishment for organ, muscle, and bone growth and development.
Plasma powder is capable of enhancing gut health and feed palatability. Increasing the use of spray-dried plasma powder as an in-feed alternative to zinc oxide and prophylactic antibiotics is anticipated to bolster growth in the market.
Highly digestible proteins or plasma proteins are becoming increasingly crucial in livestock farming as undigested proteins in the gut of animals can cause bacterial fermentation and pathogen overgrowth.
Plasma powder can improve the overall performance and mortality of livestock. The product contains antibodies and other bioactive compounds that enable passive mucosal immunity against viral and bacterial infections.
Immunoglobulin G and plasma-borne growth factors in plasma powder also promote gut maturation and reinforce the intestinal barrier. Plasma is regarded as an irreversible gelling agent that improves the chunk texture and overall palatability of wet pet food, in addition to its health-promoting characteristics. Therefore, the animal feed industry is expected to push demand for plasma powder in the evaluation period.
The USA Plasma Powder Market to Benefit from Increasing Number of Pet Owners in the Country
During the projected period, the USA is expected to dominate the North American plasma powder market owing to the presence of a large number of pet owners in the country. Also, a growing trend among livestock farmers to seek out new alternatives to antimicrobial growth promoters (AMGPs) would aid growth.
As per FMI, the USA plasma powder market is expected to reach US$ 0.6 Billion in 2022 and is set to be valued at US$ 0.8 Billion in 2032.
Baked Goods Manufacturers to Create High Demand for Plasma Powder Coatings
Due to the rising consumption of bread and processed foods in Germany, the plasma powder market is expected to increase rapidly in the forecast period from 2022 to 2032. Rising consumer preference for baked goods on the back of their low calorie and high protein content, as well as pleasant taste, is also expected to propel growth in Germany.
Plasma Powders & Systems to Be Used as an Egg Alternative
Increasing use of plasma powder as a relatively low-cost alternative to eggs in baked goods and confectioneries across Mexico is anticipated to fuel the market. High demand for convenient, ready-to-eat food products as a result of rapidly changing lifestyles and the adoption of hectic schedules by consumers would also stimulate demand in the country.
Bovine Plasma Powder Coatings to Gain Traction
By source, the bovine segment is expected to create an absolute $ opportunity of US$ 1.2 Billion in 2022, finds FMI. The segment is projected to grow significantly over the next few years.
In the food processing sector, bovine plasma is extensively utilized as an emulsifier and fat replacer. Rising export and import of processed food items, as well as the rapid expansion of the processed food industry, would bode well for the segment.
Besides, the use of bovine plasma is expected to reduce pollution and prevent the loss of a valuable protein source, thereby resulting in greater earnings and environmental benefits that would help the market to flourish.
Pharmaceutical Industry to Adopt Plasma Powders & Systems
The introduction of novel plasma-derived medicines is propelling the pharmaceutical segment forward. In addition, the rising incidence of genetic illnesses is likely to encourage healthcare professionals to use plasma-derived medications for treatment.
Over the last two decades, there has been a surging demand for tailored medicines, as well as a growing preference for early disease identification. These factors are expected to favorably influence the segment in the global market.
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To address the high demand for plasma powder-infused products from various industries, key companies are concentrating on producing novel and highly effective plasma powder. They are expected to create new plasma powders from diverse animal sources for providing high levels of animal protein for a wide range of food and feed applications.
Some of the other key players are also focusing on increasing their market presence through mergers and acquisitions, as well as opening new manufacturing units in numerous locations to generate high shares.
For instance,
Attributes | Details |
---|---|
Estimated Market Size (2022) | US$ 2.8 Billion |
Projected Market Valuation (2032) | US$ 3.0 Billion |
Value-based CAGR (2022 to 2032) | 5.2% |
Forecast Period | 2022 to 2032 |
Historical Data Available for | 2017 to 2021 |
Market Analysis | Value (US$ Billion) and Volume (MT) |
Key Regions Covered | North America; Latin America; Europe; Asia Pacific; and the Middle East and Africa |
Key Countries Covered | United States of America, Canada, Mexico, Germany, France, Russia, United Kingdom, Italy, Spain, China, India, Japan, South Korea, Thailand, Vietnam, Indonesia, Australia, Brazil, South Africa, Saudi Arabia, and Egypt. |
Key Segments Covered | Source, Application, and Region |
Key Companies Profiled | ACTIPRO; Lican Alimentos S.A.; APC Company Inc.; Merck KGaA; Rocky Mountain Biologicals LLC; Veos N.V.; Darling Ingredients Inc. (Sonac); Acontex GmbH; SARIA Group; Shenzhen Tier |
Report Coverage | Market forecast, company share analysis, competition intelligence, Drivers, Restraints, Opportunities and Threats analysis, market dynamics and challenges, and strategic growth initiatives |
The plasma powder market is expected to reach nearly US$ 2.8 Billion by 2022.
The bovine segment is likely to hold a share of 45.9% in the global plasma powder market in 2022.
The North American plasma powder market is expected to register a 5% CAGR between 2022 and 2032.
Demand for plasma powder is expected to grow at 4.8% CAGR in Europe between 2022 and 2032.
The urgent need to provide proper nutrition to pets and cattle is set to boost the demand for protein-rich animal feed like plasma powder in the upcoming decade.
The MEA plasma powder market will grow at 4% CAGR between 2022 and 2032.
1. Executive Summary | Plasma Powder Market
1.1. Global Market Outlook
1.2. Demand-side Trends
1.3. Supply-side Trends
1.4. Technology Roadmap Analysis
1.5. Analysis and Recommendations
2. Market Overview
2.1. Market Coverage / Taxonomy
2.2. Market Definition / Scope / Limitations
3. Market Background
3.1. Market Dynamics
3.1.1. Drivers
3.1.2. Restraints
3.1.3. Opportunity
3.1.4. Trends
3.2. Scenario Forecast
3.2.1. Demand in Optimistic Scenario
3.2.2. Demand in Likely Scenario
3.2.3. Demand in Conservative Scenario
3.3. Product Launches & Recent Developments
3.4. Product Life Cycle Analysis
3.5. Value Chain Analysis
3.5.1. Supply Side Participants and Their Roles
3.5.1.1. Producers
3.5.1.2. Mid-Level Participants (Traders/ Agents/ Brokers)
3.5.1.3. Wholesalers and Distributors
3.5.2. % of Operating Margin Analysis
3.5.3. List of Raw Material Suppliers
3.5.4. List of Existing and Potential Buyers
3.6. Global Market - Pricing Analysis
3.6.1. Price Point Assessment by Region
3.6.2. Price Point Assessment by Source
3.6.3. Price Forecast till 2032
3.6.4. Factors affecting pricing
3.7. Forecast Factors - Relevance & Impact
3.8. Regulatory Landscape
3.8.1. Packaging & Labelling Regulations
3.8.2. Certifications and Certifying Agency Overview
3.8.3. Import/Export Policies
3.9. Consumers Survey Analysis
3.10. Macro-Economic Factors
4. Global Market Analysis 2017 to 2021 and Forecast, 2022 to 2032
4.1. Historical Market Size Value (US$ Billion) & Volume (MT) Analysis, 2017 to 2021
4.2. Current and Future Market Size Value (US$ Billion) & Volume (MT) Projections, 2022 to 2032
4.2.1. Y-o-Y Growth Trend Analysis
4.2.2. Absolute $ Opportunity Analysis
5. Global Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Source
5.1. Introduction / Key Findings
5.2. Historical Market Size Value (US$ Billion) & Volume (MT) Analysis By Source, 2017 to 2021
5.3. Current and Future Market Size Value (US$ Billion) & Volume (MT) Analysis and Forecast By Source, 2022 to 2032
5.3.1. Bovine
5.3.2. Porcine
5.3.3. Others
5.4. Y-o-Y Growth Trend Analysis By Source, 2017 to 2021
5.5. Absolute $ Opportunity Analysis By Source, 2022 to 2032
6. Global Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Application
6.1. Introduction / Key Findings
6.2. Historical Market Size Value (US$ Billion) & Volume (MT) Analysis By Application, 2017 to 2021
6.3. Current and Future Market Size Value (US$ Billion) & Volume (MT) Analysis and Forecast By Application, 2022 to 2032
6.3.1. Animal Feed
6.3.1.1. Swine Feed
6.3.1.2. Poultry Feed
6.3.1.3. Pet Food
6.3.1.4. Aquafeed
6.3.1.5. Ruminant Feed
6.3.1.6. Others
6.3.2. Food
6.3.3. Pharmaceuticals
6.3.4. Others
6.4. Y-o-Y Growth Trend Analysis By Application, 2017 to 2021
6.5. Absolute $ Opportunity Analysis By Application, 2022 to 2032
7. Global Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Region
7.1. Introduction
7.2. Historical Market Size Value (US$ Billion) & Volume (MT) Analysis By Region, 2017 to 2021
7.3. Current Market Size Value (US$ Billion) & Volume (MT) Analysis and Forecast By Region, 2022 to 2032
7.3.1. North America
7.3.2. Latin America
7.3.3. Europe
7.3.4. Asia Pacific
7.3.5. Middle East and Africa
7.4. Market Attractiveness Analysis By Region
8. North America Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
8.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
8.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
8.2.1. By Country
8.2.1.1. United States of America
8.2.1.2. Canada
8.2.2. By Source
8.2.3. By Application
8.3. Market Attractiveness Analysis
8.3.1. By Country
8.3.2. By Source
8.3.3. By Application
8.4. Key Takeaways
9. Latin America Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
9.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
9.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
9.2.1. By Country
9.2.1.1. Brazil
9.2.1.2. Mexico
9.2.1.3. Argentina
9.2.1.4. Chile
9.2.1.5. Peru
9.2.1.6. Rest of Latin America
9.2.2. By Source
9.2.3. By Application
9.3. Market Attractiveness Analysis
9.3.1. By Country
9.3.2. By Source
9.3.3. By Application
9.4. Key Takeaways
10. Europe Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
10.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
10.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
10.2.1. By Country
10.2.1.1. Germany
10.2.1.2. Italy
10.2.1.3. France
10.2.1.4. United Kingdom
10.2.1.5. Spain
10.2.1.6. Russia
10.2.1.7. BENELUX
10.2.1.8. Poland
10.2.1.9. Nordic Countries
10.2.1.10. Rest of Europe
10.2.2. By Source
10.2.3. By Application
10.3. Market Attractiveness Analysis
10.3.1. By Country
10.3.2. By Source
10.3.3. By Application
10.4. Key Takeaways
11. East Asia Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
11.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
11.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
11.2.1. By Country
11.2.1.1. China
11.2.1.2. Japan
11.2.1.3. South Korea
11.2.2. By Source
11.2.3. By Application
11.3. Market Attractiveness Analysis
11.3.1. By Country
11.3.2. By Source
11.3.3. By Application
11.4. Key Takeaways
12. South Asia Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
12.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
12.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
12.2.1. By Country
12.2.1.1. India
12.2.1.2. Thailand
12.2.1.3. Malaysia
12.2.1.4. Indonesia
12.2.1.5. Singapore
12.2.1.6. Rest of South Asia
12.2.2. By Source
12.2.3. By Application
12.3. Market Attractiveness Analysis
12.3.1. By Country
12.3.2. By Source
12.3.3. By Application
12.4. Key Takeaways
13. Oceania Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
13.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
13.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
13.2.1. By Country
13.2.1.1. Australia
13.2.1.2. New Zealand
13.2.2. By Source
13.2.3. By Application
13.3. Market Attractiveness Analysis
13.3.1. By Country
13.3.2. By Source
13.3.3. By Application
13.4. Key Takeaways
14. Middle East and Africa Market Analysis 2017 to 2021 and Forecast 2022 to 2032, By Country
14.1. Historical Market Size Value (US$ Billion) & Volume (MT) Trend Analysis By Market Taxonomy, 2017 to 2021
14.2. Market Size Value (US$ Billion) & Volume (MT) Forecast By Market Taxonomy, 2022 to 2032
14.2.1. By Country
14.2.1.1. GCC Countries
14.2.1.2. South Africa
14.2.1.3. Central Africa
14.2.1.4. North Africa
14.2.2. By Source
14.2.3. By Application
14.3. Market Attractiveness Analysis
14.3.1. By Country
14.3.2. By Source
14.3.3. By Application
14.4. Key Takeaways
15. Key Countries Market Analysis
15.1. United States of America
15.1.1. Pricing Analysis
15.1.2. Market Share Analysis, 2021
15.1.2.1. By Source
15.1.2.2. By Application
15.2. Canada
15.2.1. Pricing Analysis
15.2.2. Market Share Analysis, 2021
15.2.2.1. By Source
15.2.2.2. By Application
15.3. Brazil
15.3.1. Pricing Analysis
15.3.2. Market Share Analysis, 2021
15.3.2.1. By Source
15.3.2.2. By Application
15.4. Mexico
15.4.1. Pricing Analysis
15.4.2. Market Share Analysis, 2021
15.4.2.1. By Source
15.4.2.2. By Application
15.5. Argentina
15.5.1. Pricing Analysis
15.5.2. Market Share Analysis, 2021
15.5.2.1. By Source
15.5.2.2. By Application
15.6. Chile
15.6.1. Pricing Analysis
15.6.2. Market Share Analysis, 2021
15.6.2.1. By Source
15.6.2.2. By Application
15.7. Peru
15.7.1. Pricing Analysis
15.7.2. Market Share Analysis, 2021
15.7.2.1. By Source
15.7.2.2. By Application
15.8. Germany
15.8.1. Pricing Analysis
15.8.2. Market Share Analysis, 2021
15.8.2.1. By Source
15.8.2.2. By Application
15.9. Italy
15.9.1. Pricing Analysis
15.9.2. Market Share Analysis, 2021
15.9.2.1. By Source
15.9.2.2. By Application
15.10. France
15.10.1. Pricing Analysis
15.10.2. Market Share Analysis, 2021
15.10.2.1. By Source
15.10.2.2. By Application
15.11. Spain
15.11.1. Pricing Analysis
15.11.2. Market Share Analysis, 2021
15.11.2.1. By Source
15.11.2.2. By Application
15.12. United Kingdom
15.12.1. Pricing Analysis
15.12.2. Market Share Analysis, 2021
15.12.2.1. By Source
15.12.2.2. By Application
15.13. Russia
15.13.1. Pricing Analysis
15.13.2. Market Share Analysis, 2021
15.13.2.1. By Source
15.13.2.2. By Application
15.14. Poland
15.14.1. Pricing Analysis
15.14.2. Market Share Analysis, 2021
15.14.2.1. By Source
15.14.2.2. By Application
15.15. BENELUX
15.15.1. Pricing Analysis
15.15.2. Market Share Analysis, 2021
15.15.2.1. By Source
15.15.2.2. By Application
15.16. Nordic Countries
15.16.1. Pricing Analysis
15.16.2. Market Share Analysis, 2021
15.16.2.1. By Source
15.16.2.2. By Application
15.17. China
15.17.1. Pricing Analysis
15.17.2. Market Share Analysis, 2021
15.17.2.1. By Source
15.17.2.2. By Application
15.18. Japan
15.18.1. Pricing Analysis
15.18.2. Market Share Analysis, 2021
15.18.2.1. By Source
15.18.2.2. By Application
15.19. South Korea
15.19.1. Pricing Analysis
15.19.2. Market Share Analysis, 2021
15.19.2.1. By Source
15.19.2.2. By Application
15.20. India
15.20.1. Pricing Analysis
15.20.2. Market Share Analysis, 2021
15.20.2.1. By Source
15.20.2.2. By Application
15.21. Thailand
15.21.1. Pricing Analysis
15.21.2. Market Share Analysis, 2021
15.21.2.1. By Source
15.21.2.2. By Application
15.22. Indonesia
15.22.1. Pricing Analysis
15.22.2. Market Share Analysis, 2021
15.22.2.1. By Source
15.22.2.2. By Application
15.23. Malaysia
15.23.1. Pricing Analysis
15.23.2. Market Share Analysis, 2021
15.23.2.1. By Source
15.23.2.2. By Application
15.24. Singapore
15.24.1. Pricing Analysis
15.24.2. Market Share Analysis, 2021
15.24.2.1. By Source
15.24.2.2. By Application
15.25. Australia
15.25.1. Pricing Analysis
15.25.2. Market Share Analysis, 2021
15.25.2.1. By Source
15.25.2.2. By Application
15.26. New Zealand
15.26.1. Pricing Analysis
15.26.2. Market Share Analysis, 2021
15.26.2.1. By Source
15.26.2.2. By Application
15.27. GCC Countries
15.27.1. Pricing Analysis
15.27.2. Market Share Analysis, 2021
15.27.2.1. By Source
15.27.2.2. By Application
15.28. South Africa
15.28.1. Pricing Analysis
15.28.2. Market Share Analysis, 2021
15.28.2.1. By Source
15.28.2.2. By Application
15.29. North Africa
15.29.1. Pricing Analysis
15.29.2. Market Share Analysis, 2021
15.29.2.1. By Source
15.29.2.2. By Application
15.30. Central Africa
15.30.1. Pricing Analysis
15.30.2. Market Share Analysis, 2021
15.30.2.1. By Source
15.30.2.2. By Application
16. Market Structure Analysis
16.1. Competition Dashboard
16.2. Competition Benchmarking
16.3. Market Share Analysis of Top Players
16.3.1. By Regional
16.3.2. By Source
16.3.3. By Application
17. Competition Analysis
17.1. Competition Deep Dive
17.1.1. ACTIPRO
17.1.1.1. Overview
17.1.1.2. Product Portfolio
17.1.1.3. Profitability by Market Segments (Source/Application/Region)
17.1.1.4. Sales Footprint
17.1.1.5. Strategy Overview
17.1.1.5.1. Marketing Strategy
17.1.1.5.2. Product Strategy
17.1.1.5.3. Channel Strategy
17.1.2. Lican Alimentos S.A.
17.1.2.1. Overview
17.1.2.2. Product Portfolio
17.1.2.3. Profitability by Market Segments (Source/Application/Region)
17.1.2.4. Sales Footprint
17.1.2.5. Strategy Overview
17.1.2.5.1. Marketing Strategy
17.1.2.5.2. Product Strategy
17.1.2.5.3. Channel Strategy
17.1.3. APC Company Inc.
17.1.3.1. Overview
17.1.3.2. Product Portfolio
17.1.3.3. Profitability by Market Segments (Source/Application/Region)
17.1.3.4. Sales Footprint
17.1.3.5. Strategy Overview
17.1.3.5.1. Marketing Strategy
17.1.3.5.2. Product Strategy
17.1.3.5.3. Channel Strategy
17.1.4. Merck KGaA
17.1.4.1. Overview
17.1.4.2. Product Portfolio
17.1.4.3. Profitability by Market Segments (Source/Application/Region)
17.1.4.4. Sales Footprint
17.1.4.5. Strategy Overview
17.1.4.5.1. Marketing Strategy
17.1.4.5.2. Product Strategy
17.1.4.5.3. Channel Strategy
17.1.5. Rocky Mountain Biologicals LLC
17.1.5.1. Overview
17.1.5.2. Product Portfolio
17.1.5.3. Profitability by Market Segments (Source/Application/Region)
17.1.5.4. Sales Footprint
17.1.5.5. Strategy Overview
17.1.5.5.1. Marketing Strategy
17.1.5.5.2. Product Strategy
17.1.5.5.3. Channel Strategy
17.1.6. Veos N.V.
17.1.6.1. Overview
17.1.6.2. Product Portfolio
17.1.6.3. Profitability by Market Segments (Source/Application/Region)
17.1.6.4. Sales Footprint
17.1.6.5. Strategy Overview
17.1.6.5.1. Marketing Strategy
17.1.6.5.2. Product Strategy
17.1.6.5.3. Channel Strategy
17.1.7. Darling Ingredients Inc.
17.1.7.1. Overview
17.1.7.2. Product Portfolio
17.1.7.3. Profitability by Market Segments (Source/Application/Region)
17.1.7.4. Sales Footprint
17.1.7.5. Strategy Overview
17.1.7.5.1. Marketing Strategy
17.1.7.5.2. Product Strategy
17.1.7.5.3. Channel Strategy
17.1.8. Acontex GmbH
17.1.8.1. Overview
17.1.8.2. Product Portfolio
17.1.8.3. Profitability by Market Segments (Source/Application/Region)
17.1.8.4. Sales Footprint
17.1.8.5. Strategy Overview
17.1.8.5.1. Marketing Strategy
17.1.8.5.2. Product Strategy
17.1.8.5.3. Channel Strategy
17.1.9. SARIA Group
17.1.9.1. Overview
17.1.9.2. Product Portfolio
17.1.9.3. Profitability by Market Segments (Source/Application/Region)
17.1.9.4. Sales Footprint
17.1.9.5. Strategy Overview
17.1.9.5.1. Marketing Strategy
17.1.9.5.2. Product Strategy
17.1.9.5.3. Channel Strategy
17.1.10. Shenzhen Tier
17.1.10.1. Overview
17.1.10.2. Product Portfolio
17.1.10.3. Profitability by Market Segments (Source/Application/Region)
17.1.10.4. Sales Footprint
17.1.10.5. Strategy Overview
17.1.10.5.1. Marketing Strategy
17.1.10.5.2. Product Strategy
17.1.10.5.3. Channel Strategy
17.1.11. Others on Additional Request
17.1.11.1. Overview
17.1.11.2. Product Portfolio
17.1.11.3. Profitability by Market Segments (Source/Application/Region)
17.1.11.4. Sales Footprint
17.1.11.5. Strategy Overview
17.1.11.5.1. Marketing Strategy
17.1.11.5.2. Product Strategy
17.1.11.5.3. Channel Strategy
18. Assumptions & Acronyms Used
19. Research Methodology
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