Zantac
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Zantac Obstacles
1. Organisational factors:
AMM-authorization of setting in complicated market-procedure; could have delayed launching on the market
2. Image of Tagamet
miracle treatment
considerable therapeutic progress (FDA)
the first arrived on the market
economies of scale (price)
3. Tagamet Positioning
leader of the market
price difficult to beat
4. Distribution
Strong presence of Smith Kline in the United States
Position of force of Tagamet in the United Kingdom
5. Obstacles of image because of the imitations in Italy
6. Classification of Zantac by FDA in the United States in the category C: low or zero contribution to the drugs existing.
7. Prohibition to sell antiulcreuses ' ' the over the counter ' ' - obstacle for all the market of theulcerous one
Errors of Smith Kline
1. They were unaware of the competitors on the market: '' How to do better than Tagamet?..