Introduction

Pfizer has asked Global View marketing to assist them in developing a marketing campaign to help them gain a larger segment of the growing migraine drug market.  Since Pfizer is one of Global View’s largest clients, senior management has decided to have all of its design teams work on campaign strategies. Each team has five weeks to conduct their research and develop their proposals. The team that develops the best campaign will pitch their proposal to Pfizer. If Pfizer accepts the proposal the team will be awarded a 6 figure bonus, and rumor has it the winning team leader will be short listed for the open Vice Presidency slot in the International Sales division.

As Murphy would have it, this project is not as straight forward as it appears on the surface. The firm’s president has asked your team to do a favor for Dr. McNeil, one of his dearest friends who also happens to be the president of firm’s largest client.  Dr. McNeil’s daughter, Margaret, who currently works for her father as the product manager for one of Pfizer’s migraine drugs, has been offered a project management position in Germany for the launch of a new anti-psychotic drug. The undercurrent within the company is that Margaret would not be holding her position if she were not the president’s daughter. In an effort to quell the rumors of nepotism and questions of Margaret’s competence, Dr. McNeil is encouraging Margaret to investigate the viability of this offer. Regardless of the corporate scuttlebutt, Dr. McNeil believes in Margaret’s abilities and that the position in Germany may be a perfect opportunity. Accepting the position in Germany has the potential to allow Margaret to demonstrate that she can stand on her own and can strategically place her inline for significant promotions within the industry. If, however, she is ill prepared or does not thoroughly understand the anti-psychotic market in Germany, Margaret risks failing and dead-ending her career.

Margaret would like to be able to make an informed decision about this potential development in her career so Dr. McNeil has asked that your company perform a complete environmental analysis and assessment of the anti-psychotic drug market in Germany. Since most things role down hill, the Senior VP asks the marketing teams to conduct the analysis for Dr. McNeil. Once you’ve completed the assessment, your team will develop a formal report and PowerPoint to be presented to Margaret and Dr. McNeil at a virtual client meeting in five (5) weeks advising Margaret on whether she should take the position in Germany or be more conservative and stay in the United States. Since Dr. McNeil and Margaret are traveling to meet with clients, you’ve been asked to videotape your presentation and send a copy of your video and formal report to him in care of your instructor.

Knowing that it would be political suicide not to grant this favor, you and your team agree to complete both projects in the same five week window.

introduction | task | resources | process | wrap up | guidelines | evaluation

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