As Monsanto launches Roundup Ready Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to support that position through appropriate tactical decisions regarding price, distribution, and communication. The genetically altered soybeans will not die when sprayed with Monsanto's Roundup?, the world's leading herbicide. A multimedia version of this case is also available (UVA-M-0619M).