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Assignment 5.1: Case Analysis: The Headaches of GlaxoWelcome




Assignment 5.1: Case Analysis: The Headaches of GlaxoWelcome;As we have seen in Module 5, positioning and branding play an influential role in the success of global companies. In this assignment, you will explore the challenges faced by a large pharmaceutical company launching migraine medication in the United Kingdom and the U.S. markets.;Procedure;1.Go to the Student Companion Site for Global Marketing Management (text).;2.On the left, click on Web Cases and then click on Cases in the center of the screen to download the cases provided with the textbook in a WinZip file. (Note: If you do not have WinZip, you can download it free.);3.Unzip the case studies, and then access Case 30, ?The Headaches of GlaxoWelcome? (Note: The cases are in Adobe Acrobat format. If you do not have Adobe Acrobat Reader, you can download it free.);4.Read the case carefully.;5.In the Forum, please comment on the following (by Wednesday);a.Why did GlaxoWelcome produce two migraine products?;b.Was the strategy taken in the UK the best one? Discuss.;c.Please read your peers' submissions and make at least one substantive comment to a posting. Respond to questions or comments by your peers and faculty.;6.In an MS Word document, answer the following questions;a.Which branding strategy would you recommend for the U.S.? Why?;b.Do you think a difference in product or branding strategy between the U.S. and UK might be problematic? Why or why not?


Paper#19975 | Written in 18-Jul-2015

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