Assignment:
Final Case Study Outline: Cococola
• Title Page
o Title of the Paper- Focused on coco cola, particularly their beverages
o Name
o Correspondence
• Abstract
o Brief summary of key sections of the paper
o Keywords
• Introduction
o General overview of coco cola, their spectrum of pharmaceutical development
o Define what makes coco cola newsworthy and their Research and Development Pipeline
o Focus on coco cola strategies, overall vision, goals, business objectives
o Overview of their beverages and the top in the list
o Focus on Cococola Competitors with similar products:
o Oligopoly vs. Pure Competition: what makes cococla maintain its competitive streak and what is the market structure
o Regulatory authorities: focus on coco cola compliance programs:
- Food and Drug Administration (FDA)
- U.S. Department of Health and Human Services
- Code on Interactions with Healthcare Professionals created by the Pharmaceutical Research and Manufacturers of America (PhRMA)
• Section 1: Demand Analysis Concepts:
o Apply the Law of Demand and Purchasing Power Effect:
Evaluate the real value and demand for coco cola and similar new immunotherapy drugs with indications in multiple tumors to increase overall survival, improve morbidity and mortality, progression of disease, and quality of life
o Target Marketing and demand, Positioning, Subsitution
o Strategic Advertising
o Apply concepts of price elasticity of demand
• Section 2: Production and Cost Analysis Concepts:
o Assess the blend of labor vs. capital intensity in COCO COLA
o Assess fixed and variable costs
o Apply concepts of Returns to Scale, Diminishing Marginal Returns (if applicable)
• Section 3: Strategy Analysis Concepts:
o Value-based pricing
o Life Cycle Pricing: from research where it is provided free of cost to research patients to the FDA approval post-marketing and group pricing to hospitals (340-B pricing, patient assistance programs)
o Niche pricing
• "What they got right" Analysis:
o CEO's vision and overall contribution to success: "The mission of coco cola and other beverages companies at the time (1950s) was to take care of patients and profits would follow" to new mission statements
o Quality and consistency in delivery of products and services
• Conclusion:
o Summary of the most important concepts as applicable throughout the course/class and their applicability to coco cola, with blockbuster product their beverages
• References:
o All references cited throughout the paper and a complete listing with full citations at the end