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Case Study

Ciba Self Medication Division

By Jean-Pierre Jeannet, Kristi Menz and Shauna Pettit

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.

Keywords

Global Marketing, Global Strategy, Over-the-counter Drug

Settings

World/global
1994

Type

Field Research

Available Languages

English

Related material

Teaching note

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