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Prepare a report that answers the following questions by considering the provided scenario to present a marketing strategy.
Scenario:
You are the marketing manager for a generic products division of a major pharmaceutical manufacturer. Your division uses the corporation’s excess manufacturing capacity to produce generic prescription drugs – drugs whose patents have expired and can thus be manufactured by any company that wishes
to produce them.
You are the marketing manager for a generic products division of a major pharmaceutical manufacturer. Your division uses the corporation’s excess manufacturing capacity to produce generic prescription drugs – drugs whose patents have expired and can thus be manufactured by any company that wishes
to produce them.
Your division is a low-cost defender that maintains its position in the generic drug market by holding down its costs and selling generic products to distributors and pharmacies at very low prices.
1. Discuss how the basic marketing philosophies/orientations of a major consumer products organization and a small entrepreneurial start-up in a fast-growing, high-tech industry are likely to differ.
2. Discuss the implications of this business strategy for each of the 4Ps in the strategic marketing program you would develop for your division
2. Discuss the implications of this business strategy for each of the 4Ps in the strategic marketing program you would develop for your division
2000 words
