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Reported SalesYear 6 sales results by channel are shown in the table below and notably, Allround led sales in every channel while AllroundPlus saw sales gains in several channels in its second year of 5Cates, Nilda: MBAFPX2012
sales.Company: VRIO AnalysisThe graph below depicts the way in which a VRIO analysis helps determine how competitive Allstar Brands is in the marketplace and its overall competitive potential (Wikipedia). VALUABLE:Allstar offers a non-drowsy allergy medication which is a truly unique product as no other competitors offer such a product to address that indication in a non-drowsy formula. Therefore, the Allright product is truly valuable as it allows Allstar to “exploit an external opportunity or offset an external threat,” (Kotler and Keller, 2016) and provides a key competitive advantage over other brands. RARE:In this case, it’s impossible to make a case for any of the different brands have rare solution because by definition, OTC cold, cough and allergy remedies share the same resource. That resource is release by the FDA for consumer purchase and consumption without physician prescription. As Kotler and Keller (2016) explains, “A resource is rare if the number of firms that possess it is less than the number of firms it would require to reach a state of perfect competition.” The FDA release process 6Cates, Nilda: MBAFPX2012
demands that these remedies are all equally available to the different brands (or collaborators) at the same time and therefore are not rare and easy to replicate or create as similar to others for purchase. INIMATABLE:As stated above in the RARE section, the companies in this OTC cold, cough and allergy remedy space all have access to the same resources and partners for product manufacturing and therefore none of them appear to have an inimitable advantage based on Kotler and Keller’s (2016) requirements to meet that definition as “a resource is costly to imitate if firms that do not possess the resource are unable to develop or buy the resource at a comparable cost.” The only way for a brand to achieve distinction here would be to significant invest in infrastructure and gain access to raw materials as sourced and developed entire-owned manufacturing with costs controlled to be the same as competitors which is unlikely. ORGANIZED:Allstar meets the criteria “of having in place an effective organizational structure, processes, and systems to fully exploit the competitive potential of the firm’s resources, capabilities, andcompetencies,” to meet the definition of Organized as explained by Kotler and Keller (2016). Allstar’s long-standing divisions, departments and manufacturing segments have the ability to use Allstar’s collective resources and shared mission to create a competitive advantage over other companies in the OTC remedy space.