PMK651 SP23 - Individual Case Analysis Assignment \#1 Kellogg School of Business: Genzyme - Renvela Launch Decision Case Objectives: - Experience first-hand how Strategic Commercialization and Marketing Consultants work with organization, particularly in difficult launch situations, to bring new, patient-enabling drugs to market while at the same time helping marketers meet their numbers. Clearly Consultants must be objective in their analysis and be careful not to be swayed by their passionate clients who often focus solely on the positives of their brands and/or fail to understand the nuances of their market. - Work within a Consultant's strategic framework to bring knowledge, experience and savvy to clients in order to ensure maximum impact launch decisions which will lead to market success. - Provides a learning platform for you to apply the principles and tools learned in class to a 'live' launch commercialization and marketing planning situation to ensure that your path forward decisions are fully analyzed, and all impacts well considered. - Creates the opportunity to further develop your critical thinking, problem solving and written communications skills. Assignment: As you know, the go-to-market strategy of a launch brand is arguably the single most important decision a team can make to ensure success. This is particularly true in those small or medium-sized pharma companies that have few blockbuster drugs, and often lack the depth and breadth of launch experience. The Genzyme Renvela case is a good example of such a scenario. Your Case Assignment puts you in the shoes as the lead Strategic Commercialization and Marketing Consultant to Jim Miles, the Executive Vice President of Genzyme's Renal Division. You have been asked to provide guidance and recommendations to the team based on a series of important questions that follow. Therefore you need to develop a very insightful and in-depth business memo addressing the following: - Briefly, describe the situation that Genzyme Renal is confronted with. - What is your assessment of Renagel? Is it a good product? What's the competition and what's your assessment of it? - Is Renvela a better product than Renagel? What are the advantages \& disadvantages of both products? - What should Genzyme do with Renvela? Should they launch the brand? - What are the Key Issues/Pivotal Challenges impacting the launch decision? - What are the company's strategic options related to the two brands? - Assess the pros and cons of at least 2 approaches. - Is there a better short-term move vs. long-term move? If you advocate launching Renvela, what would be your overarching launch strategy and any sub-strategies based upon the Key Issues/ Pivotal Challenges