By the time-frame of this case, difficulties concerning the appropriateness of international promoting for ones company, the division on the company involved inside the planned expansion, as well as the country targeted for ones advertising and marketing expansion have been settled. International promotion to your business was appropriate, the Pharmaceutical Division was the focus unit in the company, and Nigeria was the target country.
The internal audit for this case analysis is presented within the form of a SWOT (strengths-weaknesses-opportunities-threats) analysis for Nigerian Hoechst Limited, a subsidiary of Hoechst A.G. The SWOT analysis includes considerations of each on the major functional departments of Nigerian Hoechst Limited - production, marketing, finance, and regulatory affairs. The SWOT analysis is presented in chart form. The chart could be observed on a following page.
SWOT Analysis: Nigerian Hoechst Limited 1. Hoechst pharmaceutical merchandise are well accepted by consumers 2. Nigerian Hoechst is well established within the ethical segment from the pharmaceutical marketplace in Nigeria 3. Hoechst has existing proprietary pharmaceutical solutions that are correct for introduction within the OTC marketplace in Nigeria
1. Nigerian Hoechst doesn't have established distribution channels for the OTC pharmaceutical market in Nigeria
2. Hoechst's existing proprietary pharmaceutical products have not been approved
3. Place (Distribution): A promotion channel is composed with the set of corporations which is needed to move a item from its provider on the end user. It is advantageous to marketers to have as channels of distribution as short as is feasible. Advertising and marketing channels also provide a techniques of transmitting information between providers and end users including a techniques of transmitting payment from end users to providers. Nigerian Hoechst will use the OTC channels created for Daga to distribute Product H.
The ethical pharmaceutical distribution channels produced for Nigerian Hoechst will not be applied for Solution H. The marketing mix, structured within the framework with the "Four Ps of Marketing" concept, addresses the needs of a specific target population defined by a advertising and marketing organization.
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