Case Study

Ciba Self Medication Division

23 pages
December 1997
Reference: IMD-3-0713

President of the Division needs to assess global strategy based upon a thorough analysis of the industry, competitors, and competing brands. Information to the background are contained in “Note on the World OTC Drug Industry” (GM 711), “Competitors in the OTC Drug Industry” (GM 712) and “Winning and Losing Brands in the OTC Drug Industry” (M 510). Case allows students to assess how to bring division into compliance with their views on global strategy and global marketing. Allows for a discussion if this industry is best tackled with a multidomestic marketing approach or if there are sufficient commonalities to allow a partial or fully integrated global marketing strategy.

Global Marketing, Global Strategy, Over-the-counter Drug
Field Research
© 1997
Available Languages
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Teaching note
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