Topics Include: Pricing Policy, Demand Forecasting, New Product Development, Cost-Based Pricing, Target-Return Pricing, Product Packaging, Sales Forecasting, Competitive-Oriented Pricing, Demand-Oriented Pricing and Return on Investment. This case can be used separately or in conjunction with Brief Case #4240, Metabical: Positioning and Communications Strategy for a New Weight Loss Drug. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must select the optimal packaging size for the drug which typically requires a 12-week course of treatment. Next, she must determine the appropriate pricing. Since most insurance companies do not cover weight-loss medications, price has a direct impact on the sales forecast. To establish the initial demand forecast, Printup considers three approaches based on different assumptions. Her final recommendations must consider long term profitability and meet the company's desired return on investment.The case includes a quantitative assignment for students.

【書誌情報】

ページ数：8ページ

サイズ：A4

商品番号：HBSP-4183

発行日：2010/4/14

登録日：2010/11/29