Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 24.11.2003
Length: 25 pages
Data source: Published sources
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https://casecent.re/p/11679
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Abstract
The case describes the growth and development of the statins product category in the 1980s and 1990s. Statins were cholesterol-lowering drugs used to treat a variety of lipid disorders. By 2003 statins were the world''s largest drug category. The case describes in some detail the competitive dynamics in the industry between the mid-1990s and 2003. Pfizer introduced Lipitor in 1997 and was successful it achieved market leadership by 2002. In 2003 AstraZeneca launched a new statin drug Crestor, and management at AstraZeneca is faced with the challenge of developing a marketing strategy to capture a significant share of the market from Lipitor and the other entrenched competitors in the product category.
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Abstract
The case describes the growth and development of the statins product category in the 1980s and 1990s. Statins were cholesterol-lowering drugs used to treat a variety of lipid disorders. By 2003 statins were the world''s largest drug category. The case describes in some detail the competitive dynamics in the industry between the mid-1990s and 2003. Pfizer introduced Lipitor in 1997 and was successful it achieved market leadership by 2002. In 2003 AstraZeneca launched a new statin drug Crestor, and management at AstraZeneca is faced with the challenge of developing a marketing strategy to capture a significant share of the market from Lipitor and the other entrenched competitors in the product category.