Roche Diagnositcs Marketing

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Roche Diagnostics Marketing Case Analysis Indiana Wesleyan University Dr. George Howell December 1, 2011 Roche Diagnostics Marketing Case Analysis Situational Analysis External Environnent Analysis General Environnent Analysis. Roche is one of the world’s leading healthcare companies in diagnostics and pharmaceuticals. From research, to the development of drugs, and medical testing devices, Roche utilizes several technological forces, with that being said Roche’s perception is that new technologies and areas of research are the foundation for new discoveries for today’s and tomorrow’s medicine (Roche Diagnostics, 2011). Computers, I Pads, Blackberry’s, Smartphone and the fast, quick easy access use of the Internet and RDC Intranet sites have become dominant in the technological field for Roche. These technological forces have an array of collecting, transferring, and interpreting data, analyze customer feedback, and seek out strengths, opportunities, threats, and weaknesses. Lastly, being that Roche is an international company technological force must be consistent and efficient, Roche uses several, i.e. are Biomarkers and Nanotechnology. Biomarkers are objective measures or indicators which are used to evaluate disease versus normal biological processes or responses to a drug or treatment (Roche Diagnostics, 2011). Nanotechnology is the manipulation of material on a very small scale and offers potential and important opportunities to improve healthcare. Collectively, these technological forces help develop strategic decision making in sales and marketing, new product development, gains, and more. Industry Analysis Roche’s nature of competition and or industry structure can be identified between both pure oligopoly and monopolistic competition. Pure oligopoly consist of a few firms that produce essentially identical commodities and differentiation

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