The Headaches of GlaxoWellcome, Inc. (Case #30, Notes) Overview With the introduction of its first competitor, GlaxoWellcome

Question:

The Headaches of GlaxoWellcome, Inc. (Case #30, Notes)
Overview
With the introduction of its first competitor, GlaxoWellcome needed to decide how they were going to position their second-generation migraine medication in the UK, and then later in the US marketplace. Zomig, a second-generation migraine medication made by Zeneca, was expected to launch shortly before GlaxoWellcome's product, Naramig and Amerge, in both the UK and the US respectively. GlaxoWellcome had already recognized the huge opportunity that exists in the prescription migraine market, as its current migraine product, Imigran/Imitrex, accounted for over 9% of GlaxoWellcome's total sales and was the number one revenue generating product in their as of 1997. In order to help construct proper framework for determining the best method for entry into the US, we will discuss the options and considerations faced by GlaxoWellcome in the UK, as well as the implications of their ultimate positioning strategy. We will then discuss some of the key differences between the UK and US markets.
Discussion Questions
1. Why is GlaxoWellcome introducing a second migraine medication?
2. How should GlaxoWellcome position Naramig in the UK?
3. Was the chosen strategy the best decision?
4. How should GlaxoWellcome position Amerge in the US?
Portfolio
A portfolio is a grouping of financial assets such as stocks, bonds, commodities, currencies and cash equivalents, as well as their fund counterparts, including mutual, exchange-traded and closed funds. A portfolio can also consist of non-publicly...