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Case Analysis
Merck’s Crixivan
十
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#1
About
Merck
#2
Key Issue
#3
Situation
analysis
#4
Contents
#5
Alternatives
Group 10
Case Analysis
conclusion
&
Recommendation
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Chapter#1
about
research-driven pharmaceutical
R
Merck
Merck
products and Services company.
1. Research
2. Manufacturing
3. Product Marketing
4. Service Marketing
Four major product groups
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Chapter#1
about
Merck
Merck
83’ - HIV virus is found
86’ - Started by Merck Research
92’ ”indinavir sulfate” discovery
96’ Excellent clinical trials
(Crixivan alone caused HIV levels to drop to
undetectable levels in 44% patients after
6 months of treatment)
-…(생략)
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Chapter#3
Situation
analysis
Industry analysis
Organization analysis
Competitors
-Abbott(Invirase),
Roche Holdings(Novir)
customers
-The ages of 25 to 44
Mission & Vision
-Providing society with
superior products and
services
Competitive advantage
-Crixivan’s good effect
-better than Invirase(Abbott)
-Crixivan’s Side effect
lower than Novir(Holdings)
And The lowest price of
drugs
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Pre-service
High reliability
Low-cost
strategy
Toll-free
number
Point-of-service
excellence in medicine
Support Program
After-service
Culture of Organization
customer centered culture
Structure of Organization
Team Organization = project groups
Resource of Organization
High technology, stable financial
Added value
monitoring
Value Chain
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Porter matrix
Entire market ← target market → niche market
strength
↑
Product
&
service
↓
Weakness
Gulliver
Abott
laboratories
Roche Ho
인 쇄
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