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Midland Bull Test – Going Green (A) and (B) Case Solution & Answer

It was June 2008 Midland Bull Test in south-central Montana. Cases (A) and (B) have Leo McDonnell, Jr. and his wife “Sam”, owners of Midland Bull Test, longtime leader in performance testing of bulls. Leo was a charismatic business leader in the livestock industry. Sam was a shrewd manager of his business. In 2007, the two $ 700,000 was invested in a delivery system and monitoring to produce food for the efficient cattle that consume less feed and produce less methane, a potent greenhouse gas emissions. Livestock produce 20% of methane emissions in the United States, and effective livestock feed products up to 40% less methane. Leo had the potential to reduce methane production by increasing feed efficiency and other improvements in farm practices was huge. He saw the energy efficiency program also unique environment. sustainable “and” part of a growing movement to reduce emissions of greenhouse gases in a socially responsible manner. “In June 2008, Sam was worried about achieving their cash flow Leo said ..” I agree, but global warming is also important, “Conflicts of interest arise when Sam said,” Show me how social responsibility, “adds Midland Bull Test value. Why should we risk our money and reputation in the green? “The (A) case focuses on the analysis of Leon and Sam installing an anaerobic digester to convert manure biogas to electricity for use or sale. The (B) case puts focus on your marketing strategy and the ability to position the Midland as a green company. In addition, Leo and Sam wanted to capitalize on the burgeoning relationship with Pfizer, which develops DNA marker technology to improve animal health, quality and productivity.
by
Tom D. Hinthorne,
Patricia A. Holman
Source: Case Research Association of North America (NACRA)
17 pages.
Publication Date: January 1, 2010. Prod #: NA0098-PDF-ENG
Midland Bull Test – Going Green? (A) and (B) Case Solution

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