Date: Monday, December 10, 2007
Time: 6:00 PM
Place: Kitchen
Situation Analysis
2.0 Situation Analysis
GlaxoSmithKline is a major research-based pharmaceutical company heading into its eighth year of being a merger between Glaxo Wellcome and SmithKline Beechman. The company has been well received, and marketing is now critical to its continued success and future profitability. GlaxoSmithKline is an industry leader with an extensive product portfolio of pharmaceutical products as well as over the counter medicines, oral care, and nutritional health care products. The basic market need is to offer information on how diseases develop and treatments to maintain good health.
2.1 Market Needs
GlaxoSmithKline has created the supplement Alli. Through Alli, GlaxoSmithKline is providing its customers the opportunity to modify their behavior and lifestyles in order to loose and then maintain a healthy body weight. Customers have the opportunity to receive strong behavioral
support along with effective medical therapy. We seek to fulfill the following benefits that we know are important to our customers.
Honesty – The customer will receive a truly effective product that has been approved by the FDA. GlaxoSmithKline will be transparent in regards to Alli.
Accessibility - The buyer does not need a prescription, but rather can purchase Alli from many retailers.
Individualization – Customers will be able to alter the program based on their needs.
Competitive Pricing - Alli will be competitively priced in comparison to other similar market offerings
2.2 The Market
We possess good information about many geographic markets and know a great deal about the common attributes of our most prized and loyal customers. The US and European markets seem to have the most potential, as the obesity
epidemic continues to rise. Our initial major market will be the American market.
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