050517-05802

For this assignment, yOu W川take on the role of an empioyee of heaIth company Cambridge Sc了ences

Pharmaceuticais (CSP). You have been assigned to assist Barbara Printup (Senior Director of Marketing)

in crafting a la囲ch st「ategy fo「 Metabica」 a neW Weigh出oss drug,

The Chief Executive Offlcer of CSP is facing important decisions rega「ding the rollout of Metabica上Your

goa=s to provide Barbara with data-driven recommendations she can then present to the CEO. These recommendations need to be backed up with 「elevant data to ensure effectiveness and persuasiVeneSS.

You may choose to create eithe「 a sIide deck (5-S=de minimum) or a w「itten brief (5-Page minimum) for

this assignment. Reievant info「mation, SuCh as modeis, CaIculations, and anaIysis results, Should be

included in appendices.

For this assignment, C「eate a Siide deck or w「jtten briefthat addresses the following 5 topics:

1. Frame the p「oblem. ∪帥ze your work f「om Assignment l for this topic. Consider incorpo「ating

feedback from faculty into your document. Guiding Questions:

a. What is the p「Oblem, Cleariy stated?

b. What a「e the keyvariabies you w川need to study?

C. Who js the stakehoiderand what decision w川they make based on the anaiysis

results?

d二　W青さf a白雲掘e冊も拍車e waγS yO鶴間ig競so博e腑s即oもね冊?

e. What type of analyticai story w冊you want to te旧n soIving this p「obiem?

f, What previous findings or experiences related to this problem are conveyed in the

CaSe Study, Or eXist in the business indust「y?

2, SoIve fo「 demand. Guiding Questions:

a. Barbara has asked you to estima[e the demand for Metabica上What are the

forecasting options you shouid contempIate? For each option, What is your estimate

Of the target market?

b. Foreach forecasting option, how many packages wi= the target market buy in year

l? How do the pu「chasing assumptions change in Year 2? What is you「 forecasted

demand fo「 each of the first 5 yea「s?

C. Which ofthe fo「ecasting modeis do you recommend to estimate the demand for

MetabjcaI, and why? ln addition to you「forecast resuits, What data suppo巾S yOur

recommendation?

d. Why is providing sound guidance on expected demand important?

3, FormuIate a sound pricing strategy 「ecommendation. Guiding questions:

a. Barbara has aiso asked you to evaluate pricing options forthe MetabicaI drug. Which

Pricing strategy would you 「ecommend, and why?

b. ls there any additiona=nformation you need to frame or so獲ve the probIem?

C. Based on the demand forecast you chose in question 2, What a「e the forecasted

Saies in year l? What are the forecasted sales in yea「 2? What are the fo「ecasted

Sales up to yea「 5?

4. Make a s耽れdやa鴫ng丁∞明白剛訊d証爪.久る郡冊e柚割C○untま乙e is based即I a馴冶te汀申働く

Ofseven (7) tablets that can be in tum packaged into a SKU with l, 2, Or4 biister packs"

Guiding Questions:

a. Whaf cons泡e胎鍍o騒need t(⊃ be患Ken融o accou融w鷹e捕椛軸喝継e pac見ag粗g

decision?

b. What additional data wouid you want, and what anaIysjs would you perform to be abIe to better answer this question?

5. Us轟g yo蹄dem雷雨forecast and p「ieing 「ecomrrrenda融e打s from questions 2 and 3。 eStimate

CSP’s retu「n on investment (ROi) ove「 a 5-yea「 Period that meets the company’s

expectations, Guiding Questions:

a, What a「e you「 cost assumptions? Do you anticipate any changes in yea「2 and

beyond?

b. What is yourestimate oftotal costs atthe end of5 years? C, CaIcuIate the ROi forthe Metabical drug, Ifthe ROl achieved is less than 5%, What

StePS Of your anaiyticai process would you need to revisit?

The specific iea「ning outcomes associated with this assignment are:

Deveiop habits of quantitative thinking

F「ame a probIem and p「edict potentiaI resuIts

FormuIate and communicate actionabIe recommendations based on data interpretations and

insights

Grading for this assignment wi= be based on the foししow血g grading crite「ia:

Weight:35% �Assignment2:CaseAnaiysis

C「ite高a �UnsatisfactoI’y �LowPass �Pass �HighPass �Honors

1.Framethe �Didnotframe �Pa面aiiyf「amed �Satisfacto「=y �Completeiy �Exemplariiy

p「〇割em. Weight:10% �冊ep「oblem. �曲ep「obトe冊. �什劃m伯寄∴録「e: �舟a冊露d抽・e- �一缶a爪ed.七he

PrOblem. �PrObiem. �PrOblem, Incorporates retevantcontext. �incorpo「ates 「eうevantc°nteXt and Pe「SuaSively 十ndica!esa needed decision.

2.Soivefor �DidnotsoIvefo「 �Partia=ysolved �Satisfactor時 �AccurateIy �Accurateiy

demand. �demand. �fordemand. �SOlvedfo「 �SOivedfor �SOIvedfor

demand, �demand. �demand.

Weight:2O% ����Providedsound rationaIe. �Providedsound rationaieand datatosupport mesolu紬on,

3.Formufatea �D手dnot �Pa巾a‖y �Satisfactortry �Accurately �Accurateiy

SOundpricing �formulatea �formulateda �formulateda �formulateda �formuiateda

Strategy �SOundpricjng �SOundp「jcing �SOundpricing �SOundp「icing �SOundp「jcing

「ecommendation Weight:20% �Strategy �St「ategy �Strategy �Strategy �Strategy

recommendation �「ecommendation �「ecommendation �recommendation .Provided SOund「ationale. �「ecommendatio n.Provided SOundrationaIe anddatato SuPPOrtthe SOIution.

4,Makeasound �Didnotmakea �PartiaIIymadea �Satisfactori看y �CompIeteiy �Exempia「lly

PaCkaging �SOund �SOund �madeasound �madeasound �madeasound 「ecommendation Weight:20% �PaCkaging �PaCkaging �PaCkaging �PaCkaging �PaCkaging

recommendation �recommendation �recommendation �recommendatjon .P「o所dきd iogical「ationaie. �recommendatio 乱P鳩高車ed logicaIrationale anddatato SuPPOrtthe 「ecommendatio n.

5,Estimatean �Didnotestimate �Partialiy �Satisfactor=y �Accu「ateIy �Accu「ately

ROIove「a5- �anROIovera5一 �estimatedan �estimatedan �estimatedan �estimatedan

yearperiodthat �yearperiodthat �ROiovera5- �ROiove「a5- �ROiove「a5- �ROIovera5一

.mee‡s附e �1柵e=酌e �,yea「periodthat �・yea「pe「わd肌a‡ �ye釘Pe脅od船が �yea「pe舶姉at

COmPany’s �COmPany’s �metthe �metthe �metthe �metthe

expectations. �expectations. �COmPany’s �company’s �company’s �COmPany’s

expectations. �expectations, �expectations, �expectations.

Weight:30% ����P「ovidedsound rationaIe. �Providedsound rationaieand datatosupport theestimate. Gaveaddjtional ・a寄vうら寄巾es reiatedtothe ROiand COmPany g「OWth.