Product Team Cialis
Getting Ready to Market
By Elie Ofek
Written Analysis and Communication
Letter of Transmittal
The Course Professor
Written Analysis & Communication
Subject: WAC Report
Please find enclosed an analysis of the case “Product Team Cialis: Getting Ready to Market” .The report includes the situational analysis, the problem statement, options, criteria for evaluation, evaluation of options, recommendations, action plan and the contingency plan.
Lilly ICOS LLC plans to launch a new drug, Cialis, to treat Erectile Dysfunction amidst strong competition from Pfizer’s similar drug, Viagra presented as the first mover in the male impotence prescription market. Viagra has the largest market share; however, Cialis is medically a better and safer drug. A marketing strategy to face and defeat the competition from Viagra has to be developed. On the basis of the company’s strengths and weaknesses five options have been listed and evaluated with the preferred option being targeting the Viagra drop out segment.
Table of Contents
1. Situation Analysis
Criteria for Evaluation
Evaluation of Options
Lilly ICOS LLC plans to launch a new drug, Cialis, to treat Erectile Dysfunction amidst strong competition from Pfizer’s similar drug, Viagra which currently dominates the market. The company faces the problem of determining the marketing strategy for Cialis keeping in mind the competencies and resources of the product team and also the mountainous competition from Viagra. Cialis was medicinally a superior drug having a half life...
References: * http://www.smi.ethz.ch/education/courses/lectureslides/M-I_Cialis_HiRes.pdf
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