I. VIEWPOINT

Hoechst-Roussel Pharmaceuticals, Inc-Well-known German chemical then life-science company.-One of the leading companies in the chemical industry-Producer of thecontroversial product known as RU 486.

II. TIME CONTEXT

July 1991- RU 486 started to become controversial; received criticisms from pharmacists, analysts and the public.

IV. PROBLEM STATEMENT

How will the company increase the market share of RU 486?- how will the company attract the public to buy the product and increase its target market?

V. OBJECTIVES

To achieve public acceptanceShort Term GoalLong Term Goal

To have a wider market for RU 486

VII. ALTERNATIVE COURSE OF ACTION

VIII. ANALYSIS OF ACA

IX. CONCLUSION

Criteria: ACA 1ACA 2ACA 3Cost efficiency312Return of Investment231Ease of Implementation123Probability of success 1 . 3 . 2 .TOTAL:7108

X. ACTION PLAN

ActivitiesPersons InvolvedTimeAgendaMeetingBOD/Executives1 monthDevelop a budget plan; Construct a timetable Research and DevelopmentExperts3 monthsInvestigation of the market place including competitionConstructionConstruction Company1 yearConstruction of the buildingPersonnel TrainingHR Department 6 monthsOrientation and education of the employees