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.
Research Papers
Understanding the prescribing decision
Catalogue: ESOMAR Global Healthcare 2002
Author: David A. Luery
Company: KANTAR TNS Malaysia
June 15, 2000
Research Papers
Understanding the prescribing decision
Catalogue: ESOMAR Global Healthcare 2001: Changes In Competitive Dynamics
Author: David A. Luery
Company: KANTAR TNS Malaysia
April 1, 2001
Research Papers
The use of prescription data for sales force management and market research
Catalogue: EphMRA/ESOMAR Seminar 1991: 1993 And Beyond
Author: Patrick Miller
 
June 15, 1991
