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.

Marketing Strategy, Competitive Analysis, Industry Dynamics
United States of America
August 2003
Published Sources
© 2003
Available Languages
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