I'm in desperate need of some help, and not a lot of time to do it in. So I am offering a lot of points to help me out. Here is the scenario to help answer the questions.
Perrigo is one of the largest manufacturers of generic and private-label over-the-counter pharmaceuticals and supplements in the U.S. Perrigo makes products that use similar packaging and discount pricing to compete with leading national brands. The company makes more than 1,300 products, including pain relievers, cough and cold remedies, dietary supplements, and smoking cessation products. Perrigo has its own brand name line and also makes more than 250 generic prescription products for other companies. Perrigo has its own in-house research and development team for generic formulations of name brand products, as well as responds to changes in existing national brand products by reformulating existing company products.
Perrigo is positioned as the only global company with a mix of generic over-the-counter and prescription pharmaceuticals, nutritional products, and active pharmaceutical ingredients, delivering value by meeting the growing need for quality, affordable health-care products. Perrigo, a leading, worldwide company needs to consider a long term growth strategy. To assess this projected market, Perrigo's executive team has hired your team of business research specialist to help them estimate market demand for generic prescription products, over the counter medicines, and dietary supplements, including smoking cessation products. Perrigo is also considering expanding product lines in the cosmetic and personal care categories. In addition, the research team is charged with identifying the most profitable markets for each of the product lines. Resource allocation is a key issue and should be considered when determining product emphasis and target market.
Your assignment is to assess the potential of the existing and new industry segments in the continental United States and global markets. Assess the various markets to determine the highest potential region(s) for growth in sales and market share.
1. Research and evaluate the industry and competitive environment for each industry segment using Porters Five Forces and PEST approaches.
2. Research and recommend current relevant technologies and innovations (specific to each of the product category)