Zytiga
M003LON – MARKETING IN A GLOBAL AGE – F01
ASSIGNMENT 2 - END OF MODULE ASSESSMENT
WRITE A MARKETING PLAN FOR THE IMPLEMENTATION OF THE MARKETING STRATEGY OF AN EXISTING COMPANY WHICH IS PRACTICING CSR IN ONE SPECIFIC COUNTRY
NAME: DO THI NGOC MAI
ID NUMBER: 6251862
TUTOR: DR. JOSHIE JUGGESSUR
SUBMISSION DATE: APRIL 05TH , 2015
WORD COUNT: 2425
TABLE OF CONTENT
EXECUTIVE SUMMARY 3
1. SITUATIONAL ANALYSIS 4
1.1 MARKET OVERVIEW 4
1.2 MACRO ENVIRONMENT ANALYSIS 5
1.3 MICRO ENVIRONMENT ANALYSIS 6
1.4 SWOT ANALYSIS 9
2. SEGMENTATION, TARGETING AND POSITIONING 10
3. OBJECTIVES 11
4. STRATEGY 11
5. PROMOTIONAL ACTIVITIES 12
6. MEASUREMENTS AND CONTROL 13
7.CONCLUSION AND RECOMMENDATION 15
REFERENCE 17
EXECUTIVE SUMMARY
Johnson & Johnson (J&J) is one of the largest healthcare companies in the world including three sectors: Pharmaceutical, Consumer and Medical Device & Diagnostics. At Johnson & Johnson, people define the ethical character of the company. J&J attracts people with strong, positive values called Our Credo. With more than 70 years following this framework, J&J has built the image of a social responsible company who take care of people, communities and environment. In 2002, J&J spent 25 million USD for their 2-year CSR program called “Campaign for nursing’s future” with advertisement, recruitment materials, special events, public relation and a dedicated website to react to a nursing shortage in the United States. This campaign helped to improve the reputation of the nursing profession and increased enrolment in nursing school by 8 per cent (Alexander, 2009)
Entering Vietnam in 1995, J&J showed an early lead in the consumer healthcare products and medical devices market. J&J only develops pharmaceutical sectors in Vietnam with ethical product within the last 10 years. Oncology is a new approach of J&J in Vietnam with the Zytiga- the blockbuster which just entered Vietnamese oncology market in Q4-2013. Zytiga is still in its first
ASSIGNMENT 2 - END OF MODULE ASSESSMENT
WRITE A MARKETING PLAN FOR THE IMPLEMENTATION OF THE MARKETING STRATEGY OF AN EXISTING COMPANY WHICH IS PRACTICING CSR IN ONE SPECIFIC COUNTRY
NAME: DO THI NGOC MAI
ID NUMBER: 6251862
TUTOR: DR. JOSHIE JUGGESSUR
SUBMISSION DATE: APRIL 05TH , 2015
WORD COUNT: 2425
TABLE OF CONTENT
EXECUTIVE SUMMARY 3
1. SITUATIONAL ANALYSIS 4
1.1 MARKET OVERVIEW 4
1.2 MACRO ENVIRONMENT ANALYSIS 5
1.3 MICRO ENVIRONMENT ANALYSIS 6
1.4 SWOT ANALYSIS 9
2. SEGMENTATION, TARGETING AND POSITIONING 10
3. OBJECTIVES 11
4. STRATEGY 11
5. PROMOTIONAL ACTIVITIES 12
6. MEASUREMENTS AND CONTROL 13
7.CONCLUSION AND RECOMMENDATION 15
REFERENCE 17
EXECUTIVE SUMMARY
Johnson & Johnson (J&J) is one of the largest healthcare companies in the world including three sectors: Pharmaceutical, Consumer and Medical Device & Diagnostics. At Johnson & Johnson, people define the ethical character of the company. J&J attracts people with strong, positive values called Our Credo. With more than 70 years following this framework, J&J has built the image of a social responsible company who take care of people, communities and environment. In 2002, J&J spent 25 million USD for their 2-year CSR program called “Campaign for nursing’s future” with advertisement, recruitment materials, special events, public relation and a dedicated website to react to a nursing shortage in the United States. This campaign helped to improve the reputation of the nursing profession and increased enrolment in nursing school by 8 per cent (Alexander, 2009)
Entering Vietnam in 1995, J&J showed an early lead in the consumer healthcare products and medical devices market. J&J only develops pharmaceutical sectors in Vietnam with ethical product within the last 10 years. Oncology is a new approach of J&J in Vietnam with the Zytiga- the blockbuster which just entered Vietnamese oncology market in Q4-2013. Zytiga is still in its first