Global Astaxanthin Market Research Report—Forecast till 2026
出 版 商:Market Research Future
出版日期:2020/12/01
頁 數:130頁
文件格式:PDF
Global Astaxanthin Market Research Report—Forecast till 2026
Market Overview
According to Market Research Future statistics, the Global Astaxanthin Market is anticipated to exhibit a CAGR of 7.7% to reach USD 1,206.52 Million during the forecast period. Astaxanthin is a reddish pigment from the family of chemicals called carotenoids. It is available naturally in certain algae and causes the pink or red color in salmon, trout, lobster, shrimp, and other seafood. Astaxanthin is applicable in various industries, including food and beverages, animal feed, and pharmaceuticals, and nutraceuticals. Additionally, it is widely used in food and beverages, animal feed, pharmaceuticals, nutraceuticals, and personal care, majorly as an antioxidant and food colorant.
Global Astaxanthin Market is expected to register a significant market growth during the forecast period owing to the wide application area of astaxanthin in both natural and synthetic segments. The surge in the aquaculture industry is another factor boosting the sale of astaxanthin in the animal feed industry. Furthermore, the increasing demand for natural astaxanthin is estimated to create lucrative growth opportunities for the major active players in the global astaxanthin market. However, the high cost of the production of astaxanthin from different natural sources is expected to restrain the growth of the global market during the review period.
Market Segmentation
Global Astaxanthin Market has been categorized based on Source, Form, and application. Based on source segment the global market has been classified into Synthetic, Natural, Marine, Yeast & Microbes, and Plants.
In terms of form type, the market has been bifurcated into Dry and Liquid forms.
Based on Application the global Astaxanthin Market has been segmented into Food & Beverages, Pharmaceutical and Nutraceuticals, Animal Feed, Personal Care, and Others. The food and beverages segment is further divided into Bakery & Confectionery, Beverages, Dairy and Frozen Desserts, and Others.
Regional Analysis
Geographically, the Global Astaxanthin Market has been spread across North America, Europe, Asia-Pacific, and the Rest of the World.
Asia-Pacific is anticipated to dominate the global astaxanthin market owing to the largest market share of 32.39% in 2019. The regional market growth is driven by the growing production and consumption of nutraceuticals and the largest market of animal feed in the region. Europe is expected to register a second largest market during the review period owing to the presence of the major manufacturers of astaxanthin. The regional market is attributed to the rising consumption of functional beverages or nutraceuticals in European countries. North America is evaluated to exhibit the fastest-growing region for the significant share of the Astaxanthin the review period.
Major Players
The Key Players operating in the Global Astaxanthin Market include Cardax, Inc. (US), BASF SE (Germany, Alga Technologies (Israel), Archer-Daniels-Midland Company (US), Koninklijke DSM N.V. (Netherlands), Cyanotech Corporation (US), Beijing Gingko Group (China), Fuji Chemical Industries Co., Ltd (Japan), Fenchem (China), and Otsuka Holdings Co., Ltd (Japan).
COVID 19 Impacts
We are continuously tracking the impact of the COVID-19 pandemic on various industries and verticals within all domains. Our research reports include the same and help you understand the drop and rise, owing to the impact of COVID-19 on the industries. Also, we help you to identify the gap between the demand and supply of your interested market. Moreover, the report helps you with the analysis, amended government regulations, and many other useful insights.
Market Overview
According to Market Research Future statistics, the Global Astaxanthin Market is anticipated to exhibit a CAGR of 7.7% to reach USD 1,206.52 Million during the forecast period. Astaxanthin is a reddish pigment from the family of chemicals called carotenoids. It is available naturally in certain algae and causes the pink or red color in salmon, trout, lobster, shrimp, and other seafood. Astaxanthin is applicable in various industries, including food and beverages, animal feed, and pharmaceuticals, and nutraceuticals. Additionally, it is widely used in food and beverages, animal feed, pharmaceuticals, nutraceuticals, and personal care, majorly as an antioxidant and food colorant.
Global Astaxanthin Market is expected to register a significant market growth during the forecast period owing to the wide application area of astaxanthin in both natural and synthetic segments. The surge in the aquaculture industry is another factor boosting the sale of astaxanthin in the animal feed industry. Furthermore, the increasing demand for natural astaxanthin is estimated to create lucrative growth opportunities for the major active players in the global astaxanthin market. However, the high cost of the production of astaxanthin from different natural sources is expected to restrain the growth of the global market during the review period.
Market Segmentation
Global Astaxanthin Market has been categorized based on Source, Form, and application. Based on source segment the global market has been classified into Synthetic, Natural, Marine, Yeast & Microbes, and Plants.
In terms of form type, the market has been bifurcated into Dry and Liquid forms.
Based on Application the global Astaxanthin Market has been segmented into Food & Beverages, Pharmaceutical and Nutraceuticals, Animal Feed, Personal Care, and Others. The food and beverages segment is further divided into Bakery & Confectionery, Beverages, Dairy and Frozen Desserts, and Others.
Regional Analysis
Geographically, the Global Astaxanthin Market has been spread across North America, Europe, Asia-Pacific, and the Rest of the World.
Asia-Pacific is anticipated to dominate the global astaxanthin market owing to the largest market share of 32.39% in 2019. The regional market growth is driven by the growing production and consumption of nutraceuticals and the largest market of animal feed in the region. Europe is expected to register a second largest market during the review period owing to the presence of the major manufacturers of astaxanthin. The regional market is attributed to the rising consumption of functional beverages or nutraceuticals in European countries. North America is evaluated to exhibit the fastest-growing region for the significant share of the Astaxanthin the review period.
Major Players
The Key Players operating in the Global Astaxanthin Market include Cardax, Inc. (US), BASF SE (Germany, Alga Technologies (Israel), Archer-Daniels-Midland Company (US), Koninklijke DSM N.V. (Netherlands), Cyanotech Corporation (US), Beijing Gingko Group (China), Fuji Chemical Industries Co., Ltd (Japan), Fenchem (China), and Otsuka Holdings Co., Ltd (Japan).
COVID 19 Impacts
We are continuously tracking the impact of the COVID-19 pandemic on various industries and verticals within all domains. Our research reports include the same and help you understand the drop and rise, owing to the impact of COVID-19 on the industries. Also, we help you to identify the gap between the demand and supply of your interested market. Moreover, the report helps you with the analysis, amended government regulations, and many other useful insights.
TABLE OF CONTENT
1 EXECUTIVE SUMMARY
1.1 MARKET ATTRACTIVENESS ANALYSIS 15
1.1.1 GLOBAL ASTAXANTHIN MARKET, BY SOURCE 16
1.1.2 GLOBAL ASTAXANTHIN MARKET, BY FORM 17
1.1.3 GLOBAL ASTAXANTHIN MARKET, BY APPLICATION 18
1.1.4 GLOBAL ASTAXANTHIN MARKET, BY REGION 19
2 MARKET INTRODUCTION
2.1 DEFINITION 20
2.2 SCOPE OF THE STUDY 20
2.3 RESEARCH OBJECTIVE 20
2.4 MARKET STRUCTURE 21
2.5 KEY BUYING CRITERIA 21
3 RESEARCH METHODOLOGY
3.1 RESEARCH PROCESS 22
3.2 PRIMARY RESEARCH 23
3.3 SECONDARY RESEARCH 24
3.4 MARKET SIZE ESTIMATION 24
3.5 FORECAST MODEL 26
3.6 LIST OF ASSUMPTIONS & LIMITATIONS 27
4 MARKET INSIGHTS
5 MARKET DYNAMICS
5.1 INTRODUCTION 30
5.2 DRIVERS 31
5.2.1 WIDE RANGE OF APPLICATIONS 31
5.2.2 GROWTH OF THE AQUACULTURE INDUSTRY 31
5.2.3 INCREASING FOCUS ON PREVENTIVE HEALTHCARE 32
5.2.4 DRIVERS IMPACT ANALYSIS 32
5.3 RESTRAINT 33
5.3.1 HIGH COST OF PRODUCTION 33
5.3.2 RESTRAINT IMPACT ANALYSIS 33
5.4 OPPORTUNITY 33
5.4.1 RISING DEMAND FOR NATURAL INGREDIENTS IN END-USE INDUSTRIES 33
6 MARKET FACTOR ANALYSIS
6.1 VALUE CHAIN ANALYSIS 34
6.1.1 ALGAE CULTIVATION 36
6.1.2 PROCESSING 36
6.1.3 PACKAGING 36
6.2 SUPPLY CHAIN ANALYSIS 37
6.3 PORTER’S FIVE FORCES MODEL 38
6.3.1 THREAT OF NEW ENTRANTS 39
6.3.2 BARGAINING POWER OF SUPPLIERS 39
6.3.3 BARGAINING POWER OF BUYERS 39
6.3.4 THREAT OF SUBSTITUTES 39
6.3.5 RIVALRY 39
6.4 IMPACT OF THE COVID-19 OUTBREAK ON GLOBAL ASTAXANTHIN MARKET 40
7 GLOBAL ASTAXANTHIN MARKET, BY SOURCE
7.1 OVERVIEW 42
7.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY SOURCE, 2018–2026 43
7.2 SYNTHETIC 43
7.2.1 SYNTHETIC: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 44
7.3 NATURAL 44
7.3.1 NATURAL: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 44
8 GLOBAL ASTAXANTHIN MARKET, BY FORM
8.1 OVERVIEW 45
8.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY FORM, 2018–2026 46
8.2 DRY 46
8.2.1 DRY: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 46
8.3 LIQUID 47
8.3.1 LIQUID: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 47
9 GLOBAL ASTAXANTHIN MARKET, BY APPLICATION
9.1 OVERVIEW 48
9.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY APPLICATION, 2018–2026 49
9.2 FOOD AND BEVERAGES 49
9.2.1 FOOD AND BEVERAGES: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 50
9.3 PHARMACEUTICAL AND NUTRACEUTICALS 50
9.3.1 PHARMACEUTICAL AND NUTRACEUTICALS: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 50
9.4 ANIMAL FEED 51
9.4.1 ANIMAL FEED: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 51
9.5 PERSONAL CARE 51
9.5.1 PERSONAL CARE: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 52
10 GLOBAL ASTAXANTHIN MARKET, BY REGION
10.1 OVERVIEW 53
10.2 NORTH AMERICA 55
10.2.1 US 57
10.2.2 CANADA 59
10.2.3 MEXICO 60
10.3 EUROPE 62
10.3.1 GERMANY 64
10.3.2 UK 66
10.3.3 FRANCE 67
10.3.4 SPAIN 69
10.3.5 ITALY 70
10.3.6 REST OF EUROPE 72
10.4 ASIA-PACIFIC 74
10.4.1 CHINA 76
10.4.2 JAPAN 78
10.4.3 INDIA 79
10.4.4 AUSTRALIA & NEW ZEALAND 81
10.4.5 REST OF ASIA-PACIFIC 82
10.5 REST OF THE WORLD 84
10.5.1 SOUTH AMERICA 86
10.5.2 MIDDLE EAST 88
10.5.3 AFRICA 89
11 COMPETITIVE LANDSCAPE
11.1 INTRODUCTION 91
11.1.1 MARKET STRATEGY ANALYSIS 91
11.2 COMPETITIVE BENCHMARKING 92
11.3 KEY DEVELOPMENTS & GROWTH STRATEGIES 93
11.3.1 PRODUCT LAUNCH 93
11.3.2 EXPANSIONS 93
11.3.3 AGREEMENT 94
11.3.4 PARTNERSHIP 94
11.3.5 ACQUISITION 94
12 COMPANY PROFILES
12.1 CARDAX, INC. 95
12.1.1 COMPANY OVERVIEW 95
12.1.2 FINANCIAL OVERVIEW 95
12.1.3 PRODUCTS OFFERED 96
12.1.4 KEY DEVELOPMENTS 96
12.1.5 KEY STRATEGIES 96
12.2 BASF SE 97
12.2.1 COMPANY OVERVIEW 97
12.2.2 FINANCIAL OVERVIEW 97
12.2.3 PRODUCTS OFFERED 98
12.2.4 KEY DEVELOPMENTS 98
12.2.5 SWOT ANALYSIS 98
12.2.6 KEY STRATEGIES 99
12.3 ALGA TECHNOLOGIES 100
12.3.1 COMPANY OVERVIEW 100
12.3.2 FINANCIAL OVERVIEW 100
12.3.3 PRODUCTS OFFERED 100
12.3.4 KEY DEVELOPMENTS 100
12.3.5 KEY STRATEGIES 101
12.4 ARCHER-DANIELS-MIDLAND COMPANY 102
12.4.1 COMPANY OVERVIEW 102
12.4.2 FINANCIAL OVERVIEW 102
12.4.3 PRODUCTS OFFERED 103
12.4.4 KEY DEVELOPMENTS 103
12.4.5 KEY STRATEGIES 103
12.5 KONINKLIJKE DSM N.V. 104
12.5.1 COMPANY OVERVIEW 104
12.5.2 FINANCIAL OVERVIEW 104
12.5.3 PRODUCTS OFFERED 105
12.5.4 KEY DEVELOPMENTS 105
12.5.5 SWOT ANALYSIS 106
12.5.6 KEY STRATEGIES 106
12.6 CYANOTECH CORPORATION 107
12.6.1 COMPANY OVERVIEW 107
12.6.2 FINANCIAL OVERVIEW 107
12.6.3 PRODUCTS OFFERED 108
12.6.4 KEY DEVELOPMENTS 108
12.6.5 SWOT ANALYSIS 108
12.6.6 KEY STRATEGIES 109
12.7 BEIJING GINGKO GROUP 110
12.7.1 COMPANY OVERVIEW 110
12.7.2 FINANCIAL OVERVIEW 110
12.7.3 PRODUCTS OFFERED 110
12.7.4 KEY DEVELOPMENTS 110
12.7.5 SWOT ANALYSIS 111
12.7.6 KEY STRATEGIES 111
12.8 FUJI CHEMICAL INDUSTRIES CO., LTD. 112
12.8.1 COMPANY OVERVIEW 112
12.8.2 FINANCIAL OVERVIEW 112
12.8.3 PRODUCTS OFFERED 112
12.8.4 KEY DEVELOPMENTS 112
12.8.5 KEY STRATEGIES 112
12.9 FENCHEM 113
12.9.1 COMPANY OVERVIEW 113
12.9.2 FINANCIAL OVERVIEW 113
12.9.3 PRODUCTS OFFERED 113
12.9.4 KEY DEVELOPMENTS 113
12.9.5 KEY STRATEGIES 113
12.10 OTSUKA HOLDINGS CO., LTD 114
12.10.1 COMPANY OVERVIEW 114
12.10.2 FINANCIAL OVERVIEW 114
12.10.3 PRODUCTS OFFERED 115
12.10.4 KEY DEVELOPMENTS 115
12.10.5 SWOT ANALYSIS 116
12.10.6 KEY STRATEGIES 116
13 REFERENCES
1 EXECUTIVE SUMMARY
1.1 MARKET ATTRACTIVENESS ANALYSIS 15
1.1.1 GLOBAL ASTAXANTHIN MARKET, BY SOURCE 16
1.1.2 GLOBAL ASTAXANTHIN MARKET, BY FORM 17
1.1.3 GLOBAL ASTAXANTHIN MARKET, BY APPLICATION 18
1.1.4 GLOBAL ASTAXANTHIN MARKET, BY REGION 19
2 MARKET INTRODUCTION
2.1 DEFINITION 20
2.2 SCOPE OF THE STUDY 20
2.3 RESEARCH OBJECTIVE 20
2.4 MARKET STRUCTURE 21
2.5 KEY BUYING CRITERIA 21
3 RESEARCH METHODOLOGY
3.1 RESEARCH PROCESS 22
3.2 PRIMARY RESEARCH 23
3.3 SECONDARY RESEARCH 24
3.4 MARKET SIZE ESTIMATION 24
3.5 FORECAST MODEL 26
3.6 LIST OF ASSUMPTIONS & LIMITATIONS 27
4 MARKET INSIGHTS
5 MARKET DYNAMICS
5.1 INTRODUCTION 30
5.2 DRIVERS 31
5.2.1 WIDE RANGE OF APPLICATIONS 31
5.2.2 GROWTH OF THE AQUACULTURE INDUSTRY 31
5.2.3 INCREASING FOCUS ON PREVENTIVE HEALTHCARE 32
5.2.4 DRIVERS IMPACT ANALYSIS 32
5.3 RESTRAINT 33
5.3.1 HIGH COST OF PRODUCTION 33
5.3.2 RESTRAINT IMPACT ANALYSIS 33
5.4 OPPORTUNITY 33
5.4.1 RISING DEMAND FOR NATURAL INGREDIENTS IN END-USE INDUSTRIES 33
6 MARKET FACTOR ANALYSIS
6.1 VALUE CHAIN ANALYSIS 34
6.1.1 ALGAE CULTIVATION 36
6.1.2 PROCESSING 36
6.1.3 PACKAGING 36
6.2 SUPPLY CHAIN ANALYSIS 37
6.3 PORTER’S FIVE FORCES MODEL 38
6.3.1 THREAT OF NEW ENTRANTS 39
6.3.2 BARGAINING POWER OF SUPPLIERS 39
6.3.3 BARGAINING POWER OF BUYERS 39
6.3.4 THREAT OF SUBSTITUTES 39
6.3.5 RIVALRY 39
6.4 IMPACT OF THE COVID-19 OUTBREAK ON GLOBAL ASTAXANTHIN MARKET 40
7 GLOBAL ASTAXANTHIN MARKET, BY SOURCE
7.1 OVERVIEW 42
7.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY SOURCE, 2018–2026 43
7.2 SYNTHETIC 43
7.2.1 SYNTHETIC: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 44
7.3 NATURAL 44
7.3.1 NATURAL: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 44
8 GLOBAL ASTAXANTHIN MARKET, BY FORM
8.1 OVERVIEW 45
8.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY FORM, 2018–2026 46
8.2 DRY 46
8.2.1 DRY: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 46
8.3 LIQUID 47
8.3.1 LIQUID: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 47
9 GLOBAL ASTAXANTHIN MARKET, BY APPLICATION
9.1 OVERVIEW 48
9.1.1 GLOBAL ASTAXANTHIN MARKET ESTIMATES & FORECAST, BY APPLICATION, 2018–2026 49
9.2 FOOD AND BEVERAGES 49
9.2.1 FOOD AND BEVERAGES: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 50
9.3 PHARMACEUTICAL AND NUTRACEUTICALS 50
9.3.1 PHARMACEUTICAL AND NUTRACEUTICALS: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 50
9.4 ANIMAL FEED 51
9.4.1 ANIMAL FEED: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 51
9.5 PERSONAL CARE 51
9.5.1 PERSONAL CARE: MARKET ESTIMATES & FORECAST, BY REGION, 2018–2026 52
10 GLOBAL ASTAXANTHIN MARKET, BY REGION
10.1 OVERVIEW 53
10.2 NORTH AMERICA 55
10.2.1 US 57
10.2.2 CANADA 59
10.2.3 MEXICO 60
10.3 EUROPE 62
10.3.1 GERMANY 64
10.3.2 UK 66
10.3.3 FRANCE 67
10.3.4 SPAIN 69
10.3.5 ITALY 70
10.3.6 REST OF EUROPE 72
10.4 ASIA-PACIFIC 74
10.4.1 CHINA 76
10.4.2 JAPAN 78
10.4.3 INDIA 79
10.4.4 AUSTRALIA & NEW ZEALAND 81
10.4.5 REST OF ASIA-PACIFIC 82
10.5 REST OF THE WORLD 84
10.5.1 SOUTH AMERICA 86
10.5.2 MIDDLE EAST 88
10.5.3 AFRICA 89
11 COMPETITIVE LANDSCAPE
11.1 INTRODUCTION 91
11.1.1 MARKET STRATEGY ANALYSIS 91
11.2 COMPETITIVE BENCHMARKING 92
11.3 KEY DEVELOPMENTS & GROWTH STRATEGIES 93
11.3.1 PRODUCT LAUNCH 93
11.3.2 EXPANSIONS 93
11.3.3 AGREEMENT 94
11.3.4 PARTNERSHIP 94
11.3.5 ACQUISITION 94
12 COMPANY PROFILES
12.1 CARDAX, INC. 95
12.1.1 COMPANY OVERVIEW 95
12.1.2 FINANCIAL OVERVIEW 95
12.1.3 PRODUCTS OFFERED 96
12.1.4 KEY DEVELOPMENTS 96
12.1.5 KEY STRATEGIES 96
12.2 BASF SE 97
12.2.1 COMPANY OVERVIEW 97
12.2.2 FINANCIAL OVERVIEW 97
12.2.3 PRODUCTS OFFERED 98
12.2.4 KEY DEVELOPMENTS 98
12.2.5 SWOT ANALYSIS 98
12.2.6 KEY STRATEGIES 99
12.3 ALGA TECHNOLOGIES 100
12.3.1 COMPANY OVERVIEW 100
12.3.2 FINANCIAL OVERVIEW 100
12.3.3 PRODUCTS OFFERED 100
12.3.4 KEY DEVELOPMENTS 100
12.3.5 KEY STRATEGIES 101
12.4 ARCHER-DANIELS-MIDLAND COMPANY 102
12.4.1 COMPANY OVERVIEW 102
12.4.2 FINANCIAL OVERVIEW 102
12.4.3 PRODUCTS OFFERED 103
12.4.4 KEY DEVELOPMENTS 103
12.4.5 KEY STRATEGIES 103
12.5 KONINKLIJKE DSM N.V. 104
12.5.1 COMPANY OVERVIEW 104
12.5.2 FINANCIAL OVERVIEW 104
12.5.3 PRODUCTS OFFERED 105
12.5.4 KEY DEVELOPMENTS 105
12.5.5 SWOT ANALYSIS 106
12.5.6 KEY STRATEGIES 106
12.6 CYANOTECH CORPORATION 107
12.6.1 COMPANY OVERVIEW 107
12.6.2 FINANCIAL OVERVIEW 107
12.6.3 PRODUCTS OFFERED 108
12.6.4 KEY DEVELOPMENTS 108
12.6.5 SWOT ANALYSIS 108
12.6.6 KEY STRATEGIES 109
12.7 BEIJING GINGKO GROUP 110
12.7.1 COMPANY OVERVIEW 110
12.7.2 FINANCIAL OVERVIEW 110
12.7.3 PRODUCTS OFFERED 110
12.7.4 KEY DEVELOPMENTS 110
12.7.5 SWOT ANALYSIS 111
12.7.6 KEY STRATEGIES 111
12.8 FUJI CHEMICAL INDUSTRIES CO., LTD. 112
12.8.1 COMPANY OVERVIEW 112
12.8.2 FINANCIAL OVERVIEW 112
12.8.3 PRODUCTS OFFERED 112
12.8.4 KEY DEVELOPMENTS 112
12.8.5 KEY STRATEGIES 112
12.9 FENCHEM 113
12.9.1 COMPANY OVERVIEW 113
12.9.2 FINANCIAL OVERVIEW 113
12.9.3 PRODUCTS OFFERED 113
12.9.4 KEY DEVELOPMENTS 113
12.9.5 KEY STRATEGIES 113
12.10 OTSUKA HOLDINGS CO., LTD 114
12.10.1 COMPANY OVERVIEW 114
12.10.2 FINANCIAL OVERVIEW 114
12.10.3 PRODUCTS OFFERED 115
12.10.4 KEY DEVELOPMENTS 115
12.10.5 SWOT ANALYSIS 116
12.10.6 KEY STRATEGIES 116
13 REFERENCES