Glaxowellcome

Case Title: The Headaches of GlaxoWellcome

A Case Study Document of Introduction to Marketing (MKT202) course.

Submitted to- M. A. Sadat Shimul (AwS)

2011

Group ##

North South University, Dhaka

3/4/2011

Piture Credit-

Glaxo Wellcome Inc. (logo)

Case Title: The Headaches of Glaxowellcome

Instructor Name : M.A. Sadat Shimul (AwS)

Course Name : MKT202, Section – 02

Group Members Name:

1. Md.. Tanvir Hossain ID# 1010756030

2. Fahima Islam Akhi ID# 1020032030

3. Mostofa Imran Romel ID# 1020153030

4. Sharmin Khan ID# 1020320030

5. Mahidur Rahman Khan ID# 1020625030

6. Nayeema Islam Nova ID#1010668030

Table of Contents:

Page No.

1.0 Executive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04

2.0 Company Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05

3.0 Situation Analysis …………………………………………… 05

4.0 Problem Statement …………………………………….. ……. 06

5.0 Best strategy of positioning Amerge in the U.S. market……... 07

6.0 Implementing alternative strategy in marketing mix………… 08

6.1 Product………………………………………………… 08

6.2 Price…………………………………………………… 09

6.3 Place…………………………………………………… 09

6.4 Promotion…………………………………………….... 10

6.4.1 Using DTC advertising…………………………. 10

6.5 Marketing mix people…………………………………. 11

7.0 Contingency plan…………………………………………….. 12

8.0 Conclusion……………………………………………………. 13

9.0 References…………………………………………………….. 13

Executive Summary

Glaxo Wellcome Inc was one of the top three pharmaceutical firms in the world, which primary business was to market prescription products like medicine to physicians and health care providers. Glaxo Wellcome Inc. had 4% market share in the market of worldwide prescription pharmaceutical. This U.K. based company was formed in 1995 when Glaxo Pharmaceuticals acquired Burroughs Wellcome. While the company is...