Interactive Cases

Question 1

We now have a better understanding of the market for the drug. How would you go about entering the market ?

Answer 1

To adresse the supply chain with a particular focus on increased communication to the stakeholders: doctors, patients, hospitals to generate both a push and pull demand for the new drug.

Push Demand: the company should use its sales force to educate the doctors about the medical and costs benefits of the new drug. Press coverage in medical littérature + influence leaders in the fields

Pull demand: advertise the new drug in targeted woman magazines

Question 2

What are the most important issues we need to analyze to successfully launch a new drug ?

Answer 2

• Market attractiveness : size, growth and trends
• Competitors: competitive environment
• product differentiation/ customer segments
• barriers to entry
• new product- replacing existing product line

Question 3

3 reasons why most newspapers have been losing circulation:

Answer 3

Economic: free online
Comportemental: instantanéité
Concurrence: tv, internet, radio
Environnemental: papier tue des arbres

Question 4

If we are to help A News paper become profitable again what do we need to do?

Answer 4

Profite= (Revenues-costs)*Volume

Revenues:
-analyse revenue stream. 
  •where does that money come from? 
  •Has that changed ? 
  •where have they changed the most?  

Costs:

• identify major Variable and Fixed costs
• have there been any major shifts in costs
• how can we reduce costs without hurting the revenue stream?

Increase volume:

• infréquentable sales force
• increase marketing
• reduce price
• improve customer service