Taming the Mighty Migraine
Phase 1 - Environmental Analysis
Your first assignment is to prepare an Environmental Analysis including S.W.O.T.s (Strengths, Weaknesses, Opportunities, Threats) for both the anti-migraine project and anti-psychotic drugs in Germany. Strengths/Weaknesses should cover the Internal Environment, that is, the situation within the company itself. Opportunities/Threats should focus on the External Environment. The Environmental Analysis should also consider:
- The demographic environment
- The economic environment
- The socio-cultural environment
- The political-legal environment
- The technological environment
- The competitive environment
Step 1
Review the following lecture materials - we recommend that you review the Power Point files if you are accessing these materials over a dial-up connection or cannot play sound on your computer. If you are accessing the site over a high speed connection and have speakers or a headset attached to your computer you may want to view the flash movies.
- The Marketing Process –view Flash movie (19:48 mins), PowerPoint (10 slides), or html presentation (10 pages)
- Marketing & Strategic Planning –view Flash movie (15:20mins) , or PowerPoint (17 slides)
- The Marketing Environment – view Flash movie (12:35 mins), or PowerPoint (11 slides)
Review the text based materials
- Barron’s Marketing text, chapters 1-5
Step2
Conduct your research and discuss findings and presentation approach with your team. You may use any sources available to you (books, journals, internet, etc.). Do not forget the research librarians! They can be a big help if you are having difficulty finding information.
The following URLs have been provided to help you get started with this activity. In order to complete the environmental analysis you will need to find additional resources.
Migraine Market
- Medline Plus (off site)
- American Council for Headache Education (off site)
- National Headache Foundation (off site)
- www.phrma.org/newmedicines/newmedsdb/drugs.cfm (off site)
- Clinical Trials: Migraine and Cluster Headaches (off site)
- National Center for Health Statistics (off site)
- IMS reference for Pfizer (69 page PDF file)
- Pharmaceutical Preparation Manufacturing Economic Census (49 page PDF document)
German Antipsychotic Market
- IMS reference for the German antipsychotic market (40 page PDF file)
Step 3
Develop presentation materials that summarize your environmental analysis of the migraine market. The PowerPoint presentation should be created for delivery to the Senior Vice President of Marketing and to the other design teams.
Start drafting the your marketing proposal. Then if time allows start developing your strategy for assessing the German antipsychotic market.
If you have any questions on how to complete these activities call or email your instructor.
Step 4
Post your presentation to the Week 1 discussion area by midnight Wednesday. At least 2-3 times during the week logon to the course site and review and comment on the postings of the other teams.
The Senior Vice President (your instructor) will also be posting comments and questions regarding your presentation, so make sure that you review and address these questions in a timely fashion.