Abstract:

In the U.K. retail antibacterial market, Amoxil is brand leader. However, share varies considerably in market sub-segments as does the source of competition. The Market Research Department is a prime contributor to competitor analysis, all the more so in such a familiar therapy area where depth of understanding is already considerable, and the ways in which its functions are performed are discussed in this paper, with the intention of providing a "case study" of one particular set of circumstances. As the industry already has most of the data and the techniques necessary to perform this role in an efficient manner, the most important watchword for ongoing competitor analysis is: Selectivity.