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Case
-
Reference no. IMD-3-0713
Published by: Institute for Management Development (IMD)
Originally published in: 1997
Version: 24.11.2003
Length: 23 pages
Data source: Field research

Abstract

President of the Division needs to assess global strategy based upon a thorough analysis of the industry, competitors, and competing brands. Information to the background are contained in ''Note on the World OTC Drug Industry'' (IMD-3-0711), ''Competitors in the OTC Drug Industry'' (IMD- 3-0712) and ''Winning and Losing Brands in the OTC Drug Industry'' (IMD-5- 0510). This case allows students to assess how to bring division into compliance with their views on global strategy and global marketing. Allows for a discussion if this industry is best tackled with a multi- domestic marketing approach or if there are sufficient commonalties to allow a partial or fully integrated global marketing strategy.
Location:
Industry:
Size:
USD1 billion
Other setting(s):
1994

About

Abstract

President of the Division needs to assess global strategy based upon a thorough analysis of the industry, competitors, and competing brands. Information to the background are contained in ''Note on the World OTC Drug Industry'' (IMD-3-0711), ''Competitors in the OTC Drug Industry'' (IMD- 3-0712) and ''Winning and Losing Brands in the OTC Drug Industry'' (IMD-5- 0510). This case allows students to assess how to bring division into compliance with their views on global strategy and global marketing. Allows for a discussion if this industry is best tackled with a multi- domestic marketing approach or if there are sufficient commonalties to allow a partial or fully integrated global marketing strategy.

Settings

Location:
Industry:
Size:
USD1 billion
Other setting(s):
1994

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