Overview

Bayer CropScience, Bayer’s agriculture division, sells genetically modified soybean seeds using a post-harvest royalty model. With Brazil as their second-largest Latin American market and Paraguay as the first, Bayer considered expanding this value capture model to Paraguay.

The challenge

Is Paraguay’s soybean market mature and efficient enough to support Bayer's business model and is this internationalization move viable?
 

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My role

I led the strategic research effort to assess the feasibility of market expansion into Paraguay.
 

• Conducted stakeholder interviews with operators, producers, and agribusiness experts in both Brazil and Paraguay.
   

• Compared operational maturity, regulatory readiness, and infrastructure between the two markets.
   

• Identified risks, gaps, and cost implications of adapting the model to Paraguay.

Key Outcomes

• Research showed Paraguay was not ready for this expansion.
   

• Implementation would cost 5x more and take 3x longer than expected.
   

• Bayer used this research to halt the project and reallocate investment more strategically.