The MarketShare case presents an overview of the over-the-counter cold medicine

Question

The MarketShare case presents an overview of the over-the-counter cold medicine market from the perspective of the management team at Allstar Brands. The case is where much of the qualitative information about the industry is located.

• Company: What are our goals, and what measures will be used to determine if we are on track? What strengths and weaknesses do we see in our brand and organization?

• Customers: What underlying needs are we trying to satisfy? What benefits do customers seek? Are there any trends / changes in these needs that we especially need to consider?

• Competitors: Who do we see as our primary competitor(s)? What do we expect them to do, and how do we defend against those moves?

• Collaborators: Who helps us create and deliver value? How do we motivate them to help us achieve our goals?

• Context: What environmental factors provide opportunities or limit our options?

Explanation / Answer

1) The companies goal ofcourse is to become market leader in over the counter cold medicine, The marketshare of the organization will let us know weather or not the company is successful

2) Customers want a drug that cures their cold, If our drug cures their problem they are much likely to remember our name and become our customer for a long time

3) Our primary competitors are pharma companies which also sell similar products. They promote their product in numerous ways. We must make sure that we defend our product by facts and make sure our message reaches many customers

4) Our collaborators are medical shops. We must make sure that they are happy with our product. We can motivate them by giving incentives for sales and also make sure that they get more information about our product

5) If government decides to make our medicine prescription only then our options will be severely limited. If doctors and pharma shops promote our product it will be huge oppurtunity.

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