Case Study

Battling for leadership in the statins market

25 pages
December 2003
Reference: IMD-5-0625

The case describes the growth and development of the statins product category in the 1980s and 1990s. Statins were cholesterol-lowering drugs used to treat a variety of lipid disorders. By 2003 statins were the world’s largest drug category. The case describes in some detail the competitive dynamics in the industry between the mid-1990s and 2003. Pfizer introduced Lipitor in 1997 and was successful in achieved market leadership by 2002. In 2003 AstraZeneca launched a new statin drug Crestor, and management at AstraZeneca is faced with the challenge of developing a marketing strategy to capture a significant share of the market from Lipitor and the other entrenched competitors in the product category.

Keywords
Marketing Strategy, Competitive Analysis, Industry Dynamics
Settings
United States of America
August 2003
Type
Published Sources
Copyright
© 2003
Available Languages
English
Related material
Teaching note
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