The Headaches of GlaxoWellcome Case Study Analysis
Case Study:
1. Why is Glaxo Wellcome introducing a second migraine medication?
a. Because this alternative choice can help to satisfy all types of customers.
b. It will be helpful to increase the brand image and sales by creating product development.
c. This strategy can help the company to capture market share of untapped market.
d. Alternative strategy allowed Glaxo to promote Amerge as the “2nd generation migraine medication”
2. How should GlaxoWellcome position Naramig in the UK?
Market positioning of a product is very vital to its success. Based on the strategies that were presented I will say that Glaxo should discontinue the marketing of Imigran and focus solely on Naramig. This option fit well with the overall concept that Naramig was an overall superior drug to Imigran. It would also allow Naramig to gain all the benefits of a new compound: “2nd generation,” safety, and low recurrence.
3. Was the actually chosen strategy (option #4) the best decision?
I believe that market the replacement strategy in this case it was the best choice taken as by focusing more on the product that the people on UK want or have interest on, it will show to their customer that the company really do cares about what the local customer want and need. Now in a more technical point of view if the company decided to keep both products in the market customers will create a feeling of confusion as they will not know which of the two products is better. In my personal opinion the alternatives should be given to the healthcare provider or hospital as these people or facilities are trained and are aware of differences between on product to another.
4. How should GlaxoWellcome position Amerge in the US?
GlaxoWellcome’s U.S. division faces the task of determining a positioning strategy for their new triptan, Amerge, to increase total market share in the currently underdeveloped migraine market. Not only should the marketing decisions combat pressure from
1. Why is Glaxo Wellcome introducing a second migraine medication?
a. Because this alternative choice can help to satisfy all types of customers.
b. It will be helpful to increase the brand image and sales by creating product development.
c. This strategy can help the company to capture market share of untapped market.
d. Alternative strategy allowed Glaxo to promote Amerge as the “2nd generation migraine medication”
2. How should GlaxoWellcome position Naramig in the UK?
Market positioning of a product is very vital to its success. Based on the strategies that were presented I will say that Glaxo should discontinue the marketing of Imigran and focus solely on Naramig. This option fit well with the overall concept that Naramig was an overall superior drug to Imigran. It would also allow Naramig to gain all the benefits of a new compound: “2nd generation,” safety, and low recurrence.
3. Was the actually chosen strategy (option #4) the best decision?
I believe that market the replacement strategy in this case it was the best choice taken as by focusing more on the product that the people on UK want or have interest on, it will show to their customer that the company really do cares about what the local customer want and need. Now in a more technical point of view if the company decided to keep both products in the market customers will create a feeling of confusion as they will not know which of the two products is better. In my personal opinion the alternatives should be given to the healthcare provider or hospital as these people or facilities are trained and are aware of differences between on product to another.
4. How should GlaxoWellcome position Amerge in the US?
GlaxoWellcome’s U.S. division faces the task of determining a positioning strategy for their new triptan, Amerge, to increase total market share in the currently underdeveloped migraine market. Not only should the marketing decisions combat pressure from