Swot Analysis Of Pharasim

2732 Words11 Pages
PharmaSim Simulation : Final Report TABLE OF CONTENTS 1. Mission Statement 2. Marketing Objectives 3. SWOT Analysis 4. Target Market 5. Marketing Activities 6. Lessons Learned a) Period 1-3 b) Period 4-6 c) Period 7-8 d) Period 9-10 7. Summary 1. MISSION STATEMENT: The Mission Statement was to establish Firm Allstar as a market leader of Over-The-Counter multi-symptom cold/allergy relief, maintaining the highest level of customer satisfaction through product effectiveness, quality and affordability. Reach the significant income and stock price increase. 2. MARKETING OBJECTIVES: • To increase significantly the stock price • To maintain and continuously build a combined direct/indirect sales force according…show more content…
Share of own SF rose significantly from 22% to 28 % in Period 6 Price for Allround continuously increased from $ 5.99 to $6.20 and $6.39 in Period 6 according to inflation rate, main competitors and market development. I increased the Advertising budget form $20 to 24 Million and slightly changed AD message and started the comparison with Coughcure, because I compared cheaper Allround+ with Besthelp. Allstar’s Retail Sales rose from $669.8 to $743.5 and $873.7 Million. These positive results were followed and promoted by a slight decrease in discounting. Stock price rose from $60.85 to $71.38 and $89.31 in Period 6. The largest event during Period 6 was the introduction of another new product of Allstar Brands – Allright. Allright was introduced as the medicine to cure the allergy. The decision was made to set its price at $5.30 in comparison with competitors (Believe, Defogg) and according to Conjoint Analyses. At that point Allright was the weakest product of Allstar Brands, its product contribution started from -$13.0 Million in the Period 6 while Allround+ had $27.6 Million, and Allround $241.2…show more content…
I increased Advertising for Allround+ at $20 Million and Allright at $19 Million to support their good sales improvement. Promotion budget was increased from $8.5 to $ 9.5 Million for Allroud, from $6.5 to $8.0 with launching of coupons $2.0 Million (matured product) and Allright from $5.7 to $6.25 Million with launching (period of coupons $2.0 Million to stabilize repurchase for matured products. By launching of coupons I started with cheaper coupons ($0.25) and continued with ($0.5) In the Period 10, I reached the highest Retail Sales volume $1,449.6 Million among competitors on the market, the highest Net Income $277.5 Million, the highest Stock Price $211.42 and Capacity Utilization 110.9 % The Allround product reached the highest awareness on the Cold, Cough market (95.1%) and Allright second highest (95.4%) on the allergy market. Allround has the highest (68.6%) satisfaction ratio on the Could, Cough market and Allright the highest (51.5%) on the Allergy
Open Document