- Analysis of the Market – “Where are we now?”
a. Description of the firm – current position in marketplace
b. Development of a comprehensive SWOT analysis for Johnson & Johnson
c. Development of a comprehensive SWOT analysis for Johnson & Johnson’s 3 largest
pharmaceutical competitors
d. Detailed sales trends and forecasts - Business Proposition – “Where are we going?”
a. Measurable and attainable objectives – long/short term goals for CancerCure®
b. Target market – Identify specific market segments
c. Strategy statement – What are you proposing?
d. Key planning assumptions (cite sources of information) - Action Plan – “How and when do we get there?”
a. Product positioning – product/service description, value-added features
b. Price – pricing strategy, incentives (sales, discounts)
c. Place – sales area, distribution
d. Promotion – advertising methods, public relations
e. Contingency plan – what do we do if our product is not successful? - Projected Budget – “How many units will we sell?” and “How much will it cost?”
a. Sales revenue
b. Cost of goods sold (COGS)
c. Marketing services costs
d. Earnings – be able to justify all numbers
Sample Solution
