Question

CASE 3- Oatly Case

Oatly pioneered oat milk and then it lost it's lead. Now there are many different companies that make

oat milk, such as Silk, Califia Farms, plus many others. Can Oatly still succeed in this market?

"Oatly's Growing Pains Trip Up Pioneer of Oat Milk" (WSJ 3/14/22) https://www.wsj.com/articles/oat-

lys-growing-pains-trip-up-pioneer-of-oat-milk-11647277149?mod=hp_lead_pos10

Memo assignment: Oatly has struggled to build new plants, creating an opening for rivals to grab

marketshare. Examine what were Oatly's basis of differentiation. Does Oatly still have any bases of

differentiation? Assuming it fixes its production issues, what do you advise it to do to compete going

forward?