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- General Management
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- Human Resource Management
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- Information Technology
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- Business & Government Relations
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- Economics
- Teaching & the Case Method
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Vicks Health Care Division: Project Scorpio (A)
內容大綱
The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to use market research data as input for assessment of market opportunity and development of product positioning.