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Category: Business and Industry
Date Submitted: 02/24/2014 06:15 PM
2/22/2014
Metabical: Pricing & Demand Forecasting Group Case Analysis Instructions
Professor Silva‐Risso
Case Analysis and Discussion Process
• Read thoroughly each case (individually) • Try to answer the preparation questions (individually) • Discuss the case and the preparation questions with your team
– Blackboard has tools for group members to communicate
• For each case, I will post on Blackboard a PowerPoint deck with a template to guide you in your analysis
– Fill out the PowerPoint with your answers and analyses and post it in your group in Blackboard – During the class discussion you can update your pptx. – The pptx. deck and class discussion are group work.
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2/22/2014
Case Discussion – Metabical: Pricing, Demand (from Syllabus)
Barabara Printup, senior director of marketing for Cambridge Sciences Pharmaceuticals (CSP), has been placed in charge of managing the upcoming launch of CSP’s latest wonder drug, Metabical. Metabical will be the first prescription medication approved by the FDA specifically for moderately overweight individuals. Previous weight‐loss drug had negative side effects that, in the agency’s judgment, outweighed the benefits provided to individuals who were not significantly obese. Metabical, however, would be well‐suited for the millions of individuals struggling with moderate weight‐loss goals. It is April 2008, and Printup must develop demand forecasts and determine the appropriate packaging and pricing strategies in anticipation of the FDA approval and January 2009 launch. Suggested Preparation Questions for the Case: 1. How does Metabical compare to current weight‐loss options? 2. What are the pros and cons of the forecasting methods presented by Printup? If you had to estimate demand for this product, how would you go about it? What would your demand (unit) forecast look like for the first five years? 3. What considerations should be taken into ...