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Case Study

Alcon laboratories (A)

25 pages

August 1998

Reference: IMD-3-0716

The CEO of Alcon Laboratories, a US-based pharmaceutical company specializing in ophthalmics, needs to prepare a long-term global strategy to fit the changing global healthcare market and the requirements of the corporate parent, Nestlé, based in Switzerland. The company needs to grow twice the market growth to maintain a strategic role. Decisions concern business scope, segment selection, geographic balance, and country selection. The case is written for executive programs and graduate classes in global strategy and for global marketing.

Keywords

Global Strategy, Ophthalmology, Corporate Strategy, Global Marketing, Pharmaceuticals, Healthcare

Settings

World/global, United States of America
1997

Type

Field Research

Available Languages

English

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