OPPapers.com

Case Study - Cialis - Ready To Market

Table of Contents: Team Cialis
A) Introduction………………………………………………………………………………3

B) Situation Statement………..………………………………………………………….3

C) SWOT analysis……………………………………………………………………………5
1. Environment…………………………………………………………………………………………5
a. Opportunities
b. Treats
2. The Firm………………………………………………………………………………………………8
a. Strengths
b. Weaknesses

D) Options Generated…………………………………………………………………….10

E) Recommendations…………………………………………………………….………13

F) Suggested Plan of Implementation………………………………………………16
1. 6th month action plan…………………………………………………………………………...16
a. Objectives………………………………………………………………………………….16
b. Target market…………………………………………………………………………….16
c. Positioning…………………………………………………………………………………16
d. Price…………………………………………………………………………………………..17
e. Promotion………………………………………………………………………………....18
i. Primary Market………………………………………………..……………..18
ii. Secondary Market……………………………………………………………19
2. 18th month action plan…………………………………………………………………………20
a. Objectives………………………………………………………………………………….20
b. Target market……………………………………………………………………………20
c. Promotion………………………………………………………………………………….21
i. New Primary Target market………………………………………………21

G) Exhibits……………………………………………………………………………………23

Introduction / Situation Statement:
The market objective of several pharmaceutical companies which seeks to come up with the next big “pill” of the year has most recently translated itself into a new trend concentrating on “quality-of-life” medicines. These medicines aren’t necessarily directed towards individual’s health, but more towards improving certain aspects of life that are not typically covered by most health plans.
An example of this is the significant ED (erectile dysfunction) market, which already enjoys broad exposure through Viagra’s highly recognized ED product created by the pharmaceutical giant Pfizer. With as many as 30 million men in the United States and 150 million men worldwide estimated to suffer from ED, this market generates annual sales of $1...