abuse of marketing and sales tactics, cyber security, and anti-corruption. The current opioid epidemic has led to the need for increased vigilance by companies to ensure they are doing more good than harm. The pharmaceutical industry is one susceptible to lawsuits to due violations of laws or shortcuts done to create profit.The environmental impact of companies is a major focal point for most consumers today. The fear of global warming has led companies to develop internal green initiatives. Pharmaceutical companies also need to have a sound method of disposal that doesn’t impact the environment. Companies who try to benefit the environment are typically viewed in a better light by consumers and this impacts the products they buy.Marketing StrategyWhen developing a market strategy, it is imperative that the OCM team utilizes their situational analysis to expand on their strengths and address the opportunities discovered. The examination phase answered who the major competitors are, the target audience, and the current market position of the Allround brand. Analysis indicated that while Allround is the most recognized cold and allergy medicine, more competitors and products are entering the market which has caused the company to lose market share. Market share will be lost as new productscome on the market because the choices for the customer expands. New strategies must be created to keep Allround’s competitive edge.The OCM group has developed a strategy that will help AllStar keep and potentially strengthen their competitive positioning. To have a sustainable advantage, companies identify
Marketing Plan9opportunities and threats and develop new approaches to overcome natural declines (Zwilling, 2014). New technologies, product development, change in processes, or breakthroughs can help lower costs which if on the leading edge of these allows a company to create a competitive advantage (Zwilling, 2014). The OCM Group will focus on how to deliver future success for Allstar and expansion of the Allround brand. The goal is to keep Allround’s market share in the cold segment of the OTC market while also developing into new segments. They will achieve this through growing customer satisfaction, increasing total sales, creating product differentiation, and altering their advertising methods. Allround’s customer satisfaction can be driven through creating a product that not only delivers relief from their symptoms, but also considers the customers concern of side effects. The use of products that are viewed as harmful to themselves or the environment will be limited. Advertising will be focused on how they have listened to the worries and changed their product and processes to address them. Customers who hold a company or product in a positive light are more likely to buy and continue to buy that product. The OCM Group will work with the Research & Development, R&D, sector to alter products if necessary and with Allstar senior leadership to work toward green initiatives for the entire company.