A. Marketing Management Problem Statement B. Objectives C. Areas of consideratio
ID: 428594 • Letter: A
Question
A. Marketing Management Problem Statement
B. Objectives
C. Areas of consideration
D Alternative courses of action
E. Recommended course of action
the dozen cities with over tion 7.9 million, was by far the dominant urban area. The country's age distribution was skewed towards youth; Just under 50% of the population was under 20 years (Table 1A). ations over 250,000.Metro Manila, estimated 1990 popula- Case 41 Table 1A: Age Distribution of the Philippine Population, 1989 % of population 14.0 12.9 12.2 10.7 Cumulative % 14.0 26.9 under 5 J&J; (Philippines), Inc.: Johnson's Face Powder 10-14 15-19 20-24 John R. Kennedy University of Western Ontario, London, Ontario, Canada Francisco L. Roman Jr., Marjorie Poblador Asian Institute of Management, Makati, the Philippines 30-39 40-49 50-59 60 and over 67.8 81.0 89.3 94.8 100.0 13.2 8.3 5.2 We have decided we must have product introductions i ?his company is going to grow said P.M. "Boy" de Claro, markeling VP for Johnson&Johnsn; (Philippines), Inc. It was Tuesday, August 21, 1990: next Monday the firm would begin shipping a brand new product to the trade. The product, Jonson's fiace powder, tas packaged in a plastie compart for use outside the The Philippines' 1989 CDP per head of U55708 lagged all but one of its major ASEAN partners (Table 1B). Not only was 1989 GDP growth bchind its partners, so also was forecast 1990 growth. Many altributed this poor performance to political inslability and unresst, as well as a severe power shortage resulting in brownouts th home. Said Boy: rreated substantial reductions in industriallput. We're not looking for rocket science new products; we want producis that may provide relatrvely modest sales and profils initially, bul we huse very high cunfidence regarding their market place acceptance. Thoe successes are neaded, not only for our bottom line, but fo Table 1B: Economic lPerformance of ASEAN Countries instill confidence in our employees that we are doing our parl to make the country gro 1989 GDP per head (USS) 1989 GDP % Estimated 1990 GDP growth rate 527 2,159 Malaysia The Philippine Market 8.7 6.0 The Philippines' 1990 population was 61 million, living on 2,000 of 7,100 islands; estimated population growth, 2.3% pa. Of 42% living in urban areas, only half were in Singapore Thailand 10,875 1,252 8.2 10.0 12.0 Johnson and Johnson, Inc. . 'This case s ten by Professor John R. Kennedy of the Westem Business School in collaboration with Professor Francisco L. Roman and Research Assistant Marjorie Pobludor of the Asian Institute of Management (AIM) Copyright (1994) the University of Western Ontario. This material is not covered under authorization from CanCopy or any ruproduction rights organization. Any form of repToduc- tion, storage or transmittal of this material is prohibited without written permission of Western Business School, The University of Western Ontario, London, Canada N6A 3K7. Reprinted with permission, Western Business School. Many Filipios had nicknames. They commonly used nicknames on business cards. Johnson & Johnson J&J;), founded in the U.S. in the mid-1880s to produce antiseptic bandages for wound care,grew to become the leading manufacturer of babycare, first- aid and h (1916) followed by Great Britain (1923). J&J; expanded at home and abroad in its traditional business until 1959 when it entered the pharmaceutical industry by acquir- ing both U.S, and Swiss pharmaceutical firms. By 1989, J&J; sold products in over 15 ospital supplies. Its first foreign subsidiary was established in Canada 638 Case 41 J&J; (Philippines), Inc.: Johnson's Face Powder 639Explanation / Answer
A) Marketing management problem statement:
B) Objectives -
C) Areas of consideration:
D) Alternative courses of action in this case:
E) Recommended course of action:
I will recommend to conduct the market research, know the sentiments of the public regarding what product they want and like and will try to prove to the company about the profitability of the products and how the company can increase its profit margins. Try to convince the company to act according to the market and public mood for greater good of the company even if it will have to deviate from its policies to some extent.