Amgen Europe in the Renal Anaemia Treatment Market Harvard Case Solution & Analysis

Amgen Europe in the Renal Anaemia Treatment Market Case Solution

Abstract:

Amgen Europe has actually released Aranesp, a second-generation EPO item in a market controlled by Johnson & Johnson's pioneering Eprex (United States name Procrit), followed by NeoRecormon from Roche. One year after the launch, the sales and market share of Aranesp are listed below target. Amgen Europe is examining its marketing technique for Aranesp, considering rivals' rearranging relocations, and current reports of unfavorable occasions associated primarily with Eprex.

 

Pedagogical Goals:

The primary goals of the case are to practice - market division and target audience choice, - item placing - in an oligopolistic setting, where target audience choice and positioning choices need to take into consideration rivals' options, and - in a context, where unpredicted occasions are requiring all rivals to examine and, perhaps, alter their marketing method.

This is just an excerpt. This case is about Marketing

published: 01 Apr 2007

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