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American Home Product

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Case: American Home Products

1) What are the problems confronting the company?
As it has been mentioned in the case, American Home Products (AHP) is a successful and a highly expanding company that produces a host of products in four separate business lines: prescription drugs, packages drugs, food products, and housewares and household products. The success of the company is mainly due to its outstanding marketing department. In fact, instead of investing money in research and development in order to create new and innovative products, the company prefers to avoid taking risks and market products that are smart extensions of products already marketed by competitors. AHP is a very conservative and risk averse company, so the way it operates its business aligns well with the culture of the company. Another important thing is that for a long time, the company was under a tight financial control and a very conservative capital structure policy. In fact, it operates with an almost debt-free balance sheet in order to avoid any financial risk. As mentioned already, under the conservative capital structure policy, the company improved remarkably and both its sales and earnings grew impressively. However, this way of operating may trigger some problems on the long run. Since the company does not invest in research and development, it means that it faces a considerable problem which is the threat of substitutes. Moreover, it cannot expand into new markets and it relies heavily on its marketing department and on the existing products it has. So, the company probably incurs high marketing costs in order to be one step ahead of its competitors. The problem is that the competitors could invest more in their marketing departments too which would complicate everything for AHP and make it loose its market shares. Basically, the company is very successful but it may face

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