Edgar Anaya

MKTG 519
February 23, 2017

CASE REPORT & DISSCUSION Preparation Worksheet

SHORT CYCLE PREPARATION PROCESS

Who: MedImmune

What: FluMist acquired for $1.6 Billion. Financial evaluation and market strategy will
be planned optimally.

Where: Global

Why: New product launch, product positioning is vital.

When: Just acquired FluMist. Must launch within next year to reap rewards.

How: By logically and analytically determining MedImmunes current and future potential
profitability

LONG CYCLE PREPARATION PROCESS

Relevant Course Framework(s) and Analytical Tool(s)

SWOT, and Porters Five Fources

Alternatives/Options

One alternative is to market to the general public through the companys website and change into
dispensable form. Another alternative is to market to a specific audience such as retailers,
insurance companies, or online marketplaces. Another alternative is to market the globe by
continuing to create partnerships with international corporations.

Decision Criteria

This decision is based on the financial history of MedImmune. A strong net profit percentage along
with high sales is vital to consider for a $1.6 billion dollar acquisition. Strong customer demand and
the ability to adjust to change in the market are key indicators of a successful company.

Decision
Although the case seems to target insurance companies and doctors, I believe targeting retail and
online commerce will prove more successful. Online stores offer more convenience, require less
maintenance, and expand your market potential globally.

Missing Information

FDA decision.
The ability to sell without prescription or not.
The effectiveness of the nasal spray.

Assumptions:

The average annual growth rate is 28%. For 2013, I forecasted a conservative growth rate in
revenue of 19%. I also assumed a decrease in R&D expenditure and an increase in cost of goods
sold as a result of the FluMist acquisition. Lastly, gross profit was forecasted to increase.

Appendix
Appendix A

Porters Five Forces

Appendix B

SWOT Analysis
Internal
 Strengths Weaknesses
1. Partnerships 1. Uncertain demand for FluMist
2. FluMist acquisition 2. Undetermined FDA decision
3. Positve Gross Profit and Net Income 3. Effectiveness of nasal spray
4. Steady and Predictable Demand of Flu Vaccine 4. Brand Awareness

External
Opportunities Threats
1. Wholesalers, retailers, online marketplaces 1. Competitors
2. Global partnerships with other companies 2. FDA
3. Insurance Companies 3. Public Liability/Contamination
4. Research and Development 4. Oversupply of products