Trajectory of customer need is the path over time of increase in performance improvement in an industrial segment which consumers demand or want. Trajectory of technological improvement is the improvement over time in the level of product performance that technologists can provide. Ely Lilly originally pioneered the diabetes care market. It had some prosperous years, but eventually failed. In 1995, Novo, a major competitor, dominated the European market, and was building a new plant in the US, in order to produce insulin cartridges for its pen.
International Legal and Ethical Simulation Summary Law/421 October 18, 2012 International Legal and Ethical Simulation Summary According to the simulation it will be addressing international legal and ethical issues in January 2007 CardMex developed a technique for manufacturing some medical agent rapidly. Gentura developed an anti-diabetic agent called ProPrez. The two companies deiced to go into business. This partnership will allow CardMex to expand to the global market. One of the main objectives of the simulation was addressing some of the potential legal and ethic issues resulting from such a partnership.
Datril is a new analgesic made by Bristol-Myer’s that is classified as containing acetaminophen. This case deals with Datril’s market penetration and positioning as compared to their competitor, Tylenol. I believe that Datril should be positioned as the newest addition to the Bristol-Myer’s family and priced at the same point as Tylenol. This approach will allow all the advertising to focus on the drug’s unique selling points as an acetaminophen as compared to an aspirin, while having the back bone of the Bristol-Myer’s name. This tactic will draw in those customers who already trust and use the Bristol-Myer’s brand.
Case Study: Runners Supply By: Heather Pollick MRKT-3001-1/MGMT-3002-1 Walden University Instructor: Russell Casey June 12, 2012 Abstract This application will take a look into the Case Study: Runners Supply printed in the Marketing Vol. 2 text by Marc Lyncheski. It will evaluate owner of Runners Supply Julie Yellowrobe’s present marketing strategy and how her target market has changed over the years. The application will further address changes to product and marketing mix that could be made and the risk and rational for such recommendations. Dilemma Owner of Runners Supply, Julie Yellowrobe has discovered that while her business is doing well, it is no longer experiencing increasing sales.
JJM needed FDA approval in order to market Pepcid AC and the FDA usually, but not always, followed the recommendation of its advisory committee. JJM had three options: (1) set up a meeting with the FDA and argue their case for the treatment and prevention claims and thereby preserve the opportunity to be first to market, (2) drop the prevention claim and thus increase the chances of being first to market, or (3) give up the opportunity to be first to market and improve their chances of FDA approval by collecting additional data to support their claims. See Exhibit 3 listing pros and cons of each option. Analyses In looking at the potential customers and market for Pepcid AC, it seems the customers have express a need for a product that lasts longer than the OTC antacids already on the market and that also help prevent heartburn symptoms before the start. Pepcid AC could be very competitive in the traditional OTC antacid valued at $750 million in 1994 if it can meet the demands of the consumers that typical use these products.
Running Head: DISRUPTIVE INNOVATIONS Two Disruptive Innovations in Health Care Disruptive Innovations in Health Care Disruptive Innovation Professor Clayton Christensen of the Harvard Business School coined the term ‘disruptive innovation’ in the year 1995. Disruptive innovation is a business model or a process which enables a new enterprise to bring about a huge change in the market and totally change the way in which a service or a product provided. The Personal Computer, the cell phone, Wal-Mart etcetera are some of the well known disruptive innovations which swept away their competitors by being more economical and/or easier to use. There are a number of disruptive innovations which have occurred in the field of health care. These innovations make treatments more affordable, more efficient and more accessible to people and reduce the role of the physicians in health care delivery.
In addition, the team wanted to launch and develop a new antidepressant. This being the reason, Kaiser the marketing direct at Eli Lilly and company decided to come up with an alternative, and the New Antidepressant Team (NAT) decided on Cymbalta. The main reason behind this pick was because Cymbalta appeared to be better than Prozac, no safety or toxicity issues, and more customer demand. Keiser was analyzing his ideas about investing on large skills clinical trials or invest on a clinical trials for a new suggestion. However, Kaiser didn’t know that the new director of commercial development for Cymbalta Jim Lancaster was also headed toward the meeting with different mindset.
Pharmacy Operations Manager "Predicting is difficult, especially the future." ~ Yogi Berra Executive Summary In anticipation of the 2115 federal deadline for mandated electronic patient records, pharmacies are currently in the strategic planning stage for the eventual automation of operations and services. Moreover, due to the massive aging ‘baby-boomer’ population, it is reasonable to assume that the role of the government in medical endeavors, including pharmacy practice, will increase over time. Medication ordering, preparation, and delivery employ multiple processes; multiple checkpoints and safeguards are embedded in order to flag and correct errors before the medication reaches the patient. Continuous monitoring of pharmacy processes is crucial in the identification and prevention of errors.
Mostly, entering new market Starbucks counted for its reputation and in fact its marketing-mix was only slightly adjusted to specific cultural aspect of new markets. Company should focus more on glocalization – entering new potential market should follow detailed market research about culture, social aspect, environment, law and government to gain the knowledge. Based on the research they should develop marketing strategy tailored for each new market so most possibilities and chances would be seized and all threats could be avoided. Case 1.2 Nestle – The Infant formula Controversy Nestle case points out the importance of companies’ social responsibility as well as cultural differences. In the 70ties Nestle has faced the law suit.
Case 3: Wolfgang’s Balancing Act: Rewarding HealthcareExecutive in a Dispersed yet Integrated Firm (Page 289-297 textbook) Marion Festing and Allen D. Engle Sr. Overview This case study addresses the design of a transnational compensation system in a German pharmaceutical company called Healthcare. The case is a real case, however, the company name and some details have been changed to protect the anonymity of the company. The case study takes the perspective of Wolfgang Hansen, the new HR manager, who is in charge of globally standardizing compensation for top managers while considering local requirements. Folder one includes some general information about the Healthcare Group; folder two gives insights about the personnel structure; folder three outlines the leadership competence set; folder four includes corporate human resource policies; folder five the global performance system and the compensation policy, which are closely linked to each other; folder six gives an overview on recent changes in the corporate and HR strategy. Then, some bumps on the road to international coordination at Healthcare Group are outlined.