Marketing Project | Axe Brand Universal Oil | New Product Line | Oke Wei Qian‚ StarrWong Shiying‚ CelineCheng May HungYim Yoke Ngoh‚ CherylTan Chun LinLow Wei Min BenjaminJordan Chew Yi Wen6B/12 | Table of Contents 1.0 Executive Summary 2 2.0 Situational Analysis 3 2.1 Market Summary 3 2.2 Market Analysis 3 - 4 2.3 Competition Analysis 4 - 5 2.4 Product Offering 5 - 6 2.5 SWOT Analysis 6 - 9 2.6 Keys to Success 10 - 11 2.7 Critical Issues 11 3.0 Market Strategy
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The global pharmaceutical industry – in the land of shrinking giants. 1. Introduction The case describes the evolution of the industry and its unusual strategic environment. Attention is drawn to environmental pressures from regulators and payers. Key forces driving the industry are discussed‚ including addressing unmet medical need‚ the importance of innovation and time to market‚ and globalisation. The case illustrates how an increasingly hostile environment‚ combined with a decline in R&D
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dilemma of a product manager of a pharmaceutical company‚ regarding the name of a new product that has failed to capture the market as expected. The case talks about brand extension of an existing brand which has a strong customer base in the field of neurology. It is named after the core brand so that it could enjoy a good brand recall. After completing the market research‚ the teaser campaign is started to attract the target segment i.e. gynecologists. Other marketing strategies including scientific
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and implementation‚ 1‚ 167-188‚ New York: North-Holland Foss N.J.‚ Knudsen C.‚ Montgomery C.A.‚ (1995)‚ ‘An exploration of common ground: Gatignon H.‚ Xuereb J.M.‚ (1997)‚ ‘Strategic orientation of the firm and new product performance’‚ Journal of Marketing Research‚ 34‚ 77-90 Grant‚ R.‚ (1996)‚ ‘Prospering in dynamically-competitive environments: Organizational capability as knowledge creation’‚ Organization Science‚ 7‚ 375-387 Hamel G.‚ Prahalad C.K.‚ (1994)‚ ‘Competing for the future’‚ Harvard Business
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Early in 1997‚ Genzyme Corporation began negotiations with Geltex Pharmaceuticals in an attempt to launch a joint venture to market Geltex’s first product‚ RenaGel. Geltex was a young biotech research company with only two products in its pipeline‚ and they didn’t have the resources necessary to launch RenaGel on their own. Genzyme‚ on the other hand‚ was a quickly growing company that experienced revenues of $518 million in 1996. They were attracted to the joint venture with Geltex because of the
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these differences are not understood and responded to properly. What international marketers can do to minimize the differences and to prevent failed business opportunities is the ability to adapt. Adaptation is a key concept in international marketing and willingness to adapt is a crucial attitude. Affirmative acceptance is also required as it makes adaptation easier because empathy for another’s point of view naturally leads to ideas for meeting cultural differences. Ten Basic Criteria in
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have better and profitable business condition. Business means integration of all kind of activities which help to run a company. To run a successful business‚ we need too many activities like- finance‚ human resource‚ production etc and marketing is one of them. Without marketing we cannot earn profit because without selling the products/ services‚ we cannot run our business. Marketing activities help us to sell the products‚ do promotions‚ helps to create brand image and helps to get profit. In this
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Executive Summary This report was commissioned to analyze the ten marketing success factors of Coca-Cola Company and suggest Coca-Cola Company on how to solve the problems that had been faces. The research shows on how Coca-Cola Company achieves their success in nowadays by marketing success factors. The ten marketing success factors of Coca-Cola Company are market research‚ market analysis‚ selecting target market‚ SWOT analysis‚ marketing mix‚ positioning‚ factors that influencing customer choice‚ innovation
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HUMAN RESOURCE MANAGEMENT PRACTICES IN SQUARE PHARMACEUTICALS Introduction 1. Human Resource Management (HRM) involves all management decisions and practices that directly affect or influence the people‚ or human resources‚ who work for the organization. In recent years increased attention has been devoted to how organizations manage human resource. This increased attention comes from the realizations that an organization’s employees enable organizations to achieve its goals‚ and the management
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What were the challenges of living in Palestine in Jesus’ time? Most of the people in the Bible lived in or around a land that was called Palestine in Jesus’ time‚ and which is now part of the modern state of Israel. Rome was a city-state then (Rome is now the capital of Italy)‚ ruling large tracts of land around the Mediterranean Sea‚ including Palestine. Situated between Egypt‚ Syria and Arabia‚ and the birthplace of Judaism and Christianity‚ the region has a long‚ violent and noisy history as
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