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Levitra

In: Business and Management

Submitted By shahdhawan
Words 1223
Pages 5
New Product Development

By,
Dhawan Shah
0441103

Background of the Case 1) Emerging market exists for ED pharmacies 2) First mover’s product is not superior enough, which provides chance for followers to defeat the first mover.
PIC
Guideline
This should be a dual-driven new product development case. 1) Market driven, a great amount of male is suffering ED problems now. These problems need to be solved immediately, which means a great market there. 2) Technique driven, new physical technique can provide effective and safe oral treatment for ED, meanwhile minor side effects from immature pharmacies can be reduced by the new technology.
New Product Category
Levitra is a new-to-firm product 1) It is completely new for the company GlaxoSmithKline and Bayer 2) There is a first mover in the same market already when GlaxoSmithKline-Bayer began to launch Levitra. So, it is not so new-to-world product. 3) The concept sequence for this product should be N-T-F. There is market inquisition first, then GlaxoSmithKline develop the relative new techniques, and finally, new products are manufactured and introduced to market.

Strategy selection
This is a Market/Technique dual-strategy driven product
Objectives
1) ED market is very big, profits and revenue should be considered by every company into this market 2) To achieve this target, company should get a certain position in the market, in other words, they should get a big market share. 3) But, the first mover has already been there. It is quite possible that customers have already been educated by it and followers are not accepted easily. New movers should get awareness first.
SWOT analysis
Strength:
1) Wonderful technique advantage a. It is very hard to solve ED problem physically. This is the very reason potential profit is huge. b. GlaxoSmithKline

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