Diversifying into other markets, products etc is by definition a...

Diversifying into other markets, products etc is by definition a way to offset against challenging market conditions in the one market they are predominantly in. I'm not implying that they shouldn't continue trying to grow and expand in China IMF. It is simply that growth for the company as a whole can't remain solely contingent on that segment. IMF product differentiation is another thing they've talked about but not yet done much of, particularly when you look at how many variants exist of other leading brands such as Aptamil.

The only thing I'll add to your comment (which I agree with but probably not quite as vehemently) is that the science behind A2 has taken a backseat in the company's priorities for a long time now as well. I think the drive to enter and colonise more product categories would be stronger if the company was more invested in the science and research. Sure there are limitations on what they can and can't claim about product benefits, about the negatives of A1 etc., but they also seem quicker to defend trademarks than they are to back themselves on the science. It follows that if you do believe in the A2 proposition, then you should be offering consumers an A2 alternative in most dairy categories, and investing in the consumer education/marketing that it takes to win them over. Seems better than the current scenario, of product and market testing indefinitely because they are too risk averse to push ahead.