COURSE NAME:  MARKETING MANAGEMENT AND INNOVATIONS

CASE STUDY: CYMBALTA

Length of paper is a maximum of 10 pages double spaced.

The written report should have three major sections:

1.  Identification of the strategic issues and problems. This section contains a focused paragraph defining the problem. A problem well defined is half solved, therefore the analysis must contain a clear statement as to the underlying problem facing the organization. Specify the constraints and options available to the organization (Pfeizer).

2.  Analysis and Evaluation:  This section contains thoughtful and succinct assessment of industry, market, buyer behaviour and organization. Be careful not to restate case information, rather focus on assessment and interpretation of the facts, qualitative data and management views. SWOT analysis framework is one of the useful tools to use in case analysis.

This section must also present three alternative courses of actions with pros and cons analysis for each alternative. 

3.  Recommendations:  This section presents set of recommendations chosen from the alternatives discussed in the previous section. Make sure those recommendations are coming out of your assessment of the situation. Recommendations should be operational and realistic given case situation.

**** In responding to the above, please do make relevant and appropriate use of data included in the case study. Also for case analysis you don’t need to conduct additional research. Utikize the information presented in the case. 

Attachment:- AMBA650 - ELI LILLY- DEVELOPING Cymbalta - Case Analysis -Bproduct_view.pdf