NEGOTIATION Case - MANNX OTC THE NEW ANALGESIC
NEGOTIATION IN CASE
MANNx–OTC – THE NEW ANALGESIC
By :
• Adzka Innayati Rahmah
29114725
• Theresia
29114726
• Zora Libriani
29114729
• Sirad Handito
29114730
• Dani Riskayadi
29114773
• Iefty Rinjayuni Nipparchi
29114792
INTRODUCTION
• The strategy of the pharmaceutical companies
• There are two companies in this case, Northcraft and
Northcraft (NN) and Thompson and Company
• The marketing department of NN can create an OTC product category for the drug that will make it competitive with the other OTC painkillers
INFORMATIONS
NORTHCRAFT
THOMPSON
Strenght:
- NN has a vast OTC analgesic market - NN has opportunity to reach large market because of its nonprecreption drug
Strenght:
- High quality company because they take great pride their research and development success as well as their proessional image - They keep the patent
Weakness:
- NN can not reach large volume of OTC analgesic market - MANNx-OTC is not well received in the market
Weakness:
- They have little capability for reaching a mass market with an OTC product - Thompson has betaMANNx patent for six years before
ISSUE
The negotiation of pharmaceutical companies in order to share the profit from MANNx-OTC, further thought leads to other important issues, such as Thompson’s desire to keep betaMANNx on the market as a prescription drug.
OBJECTIVE
The objective is to assess the potential for a successful
OTC product joint venture with Thompson that will benefit both firms
PROBLE
MNorthcraft desire
the betaMANNx become nonprescription drug, but Thompson wants to keep the betaMANNx as the prescription drug. However, every prescription filled for betaMANNx is one less potential customer for MANNx-OTC
The Strategy
What
we will do if we don't reach an agreement? 1.
Waiting for Thompson’s patent expires, so we can can produce and market betaMANNx products, because any firm can produce and market betaMANNx products, but it will dramatically reduce profitability for all companies.
2.
We will
MANNx–OTC – THE NEW ANALGESIC
By :
• Adzka Innayati Rahmah
29114725
• Theresia
29114726
• Zora Libriani
29114729
• Sirad Handito
29114730
• Dani Riskayadi
29114773
• Iefty Rinjayuni Nipparchi
29114792
INTRODUCTION
• The strategy of the pharmaceutical companies
• There are two companies in this case, Northcraft and
Northcraft (NN) and Thompson and Company
• The marketing department of NN can create an OTC product category for the drug that will make it competitive with the other OTC painkillers
INFORMATIONS
NORTHCRAFT
THOMPSON
Strenght:
- NN has a vast OTC analgesic market - NN has opportunity to reach large market because of its nonprecreption drug
Strenght:
- High quality company because they take great pride their research and development success as well as their proessional image - They keep the patent
Weakness:
- NN can not reach large volume of OTC analgesic market - MANNx-OTC is not well received in the market
Weakness:
- They have little capability for reaching a mass market with an OTC product - Thompson has betaMANNx patent for six years before
ISSUE
The negotiation of pharmaceutical companies in order to share the profit from MANNx-OTC, further thought leads to other important issues, such as Thompson’s desire to keep betaMANNx on the market as a prescription drug.
OBJECTIVE
The objective is to assess the potential for a successful
OTC product joint venture with Thompson that will benefit both firms
PROBLE
MNorthcraft desire
the betaMANNx become nonprescription drug, but Thompson wants to keep the betaMANNx as the prescription drug. However, every prescription filled for betaMANNx is one less potential customer for MANNx-OTC
The Strategy
What
we will do if we don't reach an agreement? 1.
Waiting for Thompson’s patent expires, so we can can produce and market betaMANNx products, because any firm can produce and market betaMANNx products, but it will dramatically reduce profitability for all companies.
2.
We will