Swot Analysis Of Mylan

Objective:

The objective of this marketing plan is to rebuild a customer centric brand image by communicating well with current and potential consumers. This plan provides recommendations to solve the problems raised due to current turmoil at Mylan, by focusing on the public’s perception and consumer needs. Our recommendations include product reformulation, communication plan, philanthropic action, and marketing campaign.

Recommendations:

A. Product reformulation:

We recommend two generic versions of EpiPen at lower costs to patients. The first version will be similar to the injection currently available in the market at a lower price. Mylan’s leadership team has been discussing about offering a generic EpiPen at a fifty percent discount, but the price can be further reduced as we reformulate our strategy of targeting multiple segment market. The product will be targeted to people with low income that are currently unable to afford EpiPen.

The second version will be an inhalable EpiPen without needle targeted for kids. The choice will expand our target market, and it will also empower patients to make a decision based on

The marketing team suggests that about 20% of annual profit is reinvested to social cause and philanthropy. A research team will identify the geographical and functional areas where Mylan can invest in the short-term and long term. This action helps to change our brand image from greedy to socially responsible. Currently, many people are infuriated with the high compensation and bonuses received by leadership team at the expense of patients and taxpayer’s money. If we are engaged in social events to help kids with allergies, it will provide a positive message that we really care about the population we serve. Creating our brand image as socially responsible and dedicated to improve well-beings of individual will certainly result in loyal