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Pages 15 (3765 words)
Lupin Marketing Plan 1. Executive Summary The project discusses the marketing plan of Lupin Pharmaceuticals, which is among the top most pharmaceuticals a company in India. Lupin after creating a stable market share in the Indian market plans to enter the international market mainly US because of the growth opportunity encountered in the US pharmaceutical market.
The project highlights the top competitors of Lupin in US and also stated the strategy that Lupin should implement in order to succeed in the US market. The Porters Five forces have been used to analysis the attractiveness of the industry, SWOT to determine the internal and external factors of Lupin Pharmaceuticals. Perceptual map has also been prepared to analysis the competitor’s position in the industry so that Lupin can implement strategies accordingly along with the 4Ps. Finally to measure the effectiveness of the business plan, balance scorecard will be used which will determine the working and effectiveness of the strategies adopted and if any changes to be made in the business plan. Contents 1.Executive Summary 2 Contents 3 2. Introduction 5 3. Situation Analysis 5 4. SWOT Analysis 8 5. Evaluation of Alternative Strategies 10 6. Objectives 11 7. Recommended Strategy 12 8. Economic Evaluation 15 9. Implementation and Control 16 9.1 Managing, measuring and controlling 16 9.2 Contingency plan 17 Reference 18 Bibliography 19 Appendix 20 25 2. ...
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