Objective setting
Marketing Management > Objective setting
The presentation covers an "Objective setting" framework for two distinct case studies: a new product (Valitex) and an existing one (Multi-Relax). It begins with a Situation Analysis focusing on competitive factors like sales, growth, market share, and the use of a Competitive Positioning Matrix (CPM). The Valitex case study forecasts the target market for an Autism treatment in Egypt and the Gulf, calculating a first-year eligible patient forecast of 19,500. The Multi-Relax case study analyzes the performance of a multi-year product, comparing its sales and market share against competitors across different regions. The overall presentation structure provides a template for analyzing market entry strategies and managing established product portfolios.