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I. VIEWPOINT
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Hoechst-Roussel Pharmaceuticals, Inc-Well-known German chemical then life-science company.-One of the leading companies in the chemical industry-Producer of thecontroversial product known as RU 486.
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II. TIME CONTEXT
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July 1991- RU 486 started to become controversial; received criticisms from pharmacists, analysts and the public.
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IV. PROBLEM STATEMENT
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How will the company increase the market share of RU 486?- how will the company attract the public to buy the product and increase its target market?
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V. OBJECTIVES
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To achieve public acceptanceShort Term GoalLong Term Goal
To have a wider market for RU 486
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VII. ALTERNATIVE COURSE OF ACTION
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VIII. ANALYSIS OF ACA
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IX. CONCLUSION
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Criteria: ACA 1ACA 2ACA 3Cost efficiency312Return of Investment231Ease of Implementation123Probability of success 1 . 3 . 2 .TOTAL:7108
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X. ACTION PLAN
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ActivitiesPersons InvolvedTimeAgendaMeetingBOD/Executives1 monthDevelop a budget plan; Construct a timetable Research and DevelopmentExperts3 monthsInvestigation of the market place including competitionConstructionConstruction Company1 yearConstruction of the buildingPersonnel TrainingHR Department 6 monthsOrientation and education of the employees
