Introduction: Through extensive External and Internal analysis, the formulation for the best fit strategy has been developed and refined to suit the resources, culture and infrastructure of Lilly ICOS LLC. The name of the drug has been changed and the marketing approach developed as per the findings of the Macro environment, the Market, Competition, Internal Marketing Audit, and a SWOT Analysis. A decision on each of the marketing mix is taken to compliment the strategy chosen based on the competencies and resources of the product team. There was also a suggested means of organisation and control suggested as per recommendations given.
External Marketing Audit
Macro environment: Johnson and Scholes (1999) have stated that a framework for environmental analysis is imperative to provide the strategist, not just the current state of the environment in which Lilly ICOS LLC are setto perform in, but also how it is most likely to develop. With this is mind, the scanning and analysing of the Macro environment is done with the likely future directions of each force..
Click here to read more on Strategic Marketing Management