Memory Pharmaceuticals Corp

„Memory Pharmaceuticals Corp.“

Final

Marketing Management

-Dr. Steve Henson-

Nihat Canak

03/28/2006

Index of contents

1 Executive Summary 1

2 Situation Analysis 2

2.1 Market Summary 2

2.1.1 Market Demographics 3

2.1.2 Market Needs 4

2.1.3 Market Trends and Growth 4

2.2 SWOT Analysis 5

2.2.1 Strengths 5

2.2.2 Weaknesses 6

2.2.3 Opportunities 6

2.2.4 Threats 6

2.3 Competition 7

2.4 Keys to Success 7

2.5 Critical Issues 8

3 Marketing Strategy 8

3.1 Mission 9

3.2 Marketing Objectives 10

3.3 Financial Objectives 10

3.4 Target Markets 10

3.5 Positioning 10

3.6 Strategy Pyramids 11

3.7 Marketing Mix 12

3.8 Marketing Research 17

4 Financials 17

4.1 Break-even Analysis 17

4.2 Sales Forecast 18

4.3 Expense Forecast 18

5 Controls 19

5.1 Marketing Organization 20

5.2 Contingency Planning 20

Bibliographies 21

Exhibit 22

1 Executive Summary

Memory Pharmaceuticals Corp. (MP), incorporated in 1997, is a biopharmaceutical company focused on the development of innovative drug candidates for the treatment of a broad range of CNS conditions that exhibit significant impairment of memory and other cognitive functions. These conditions include neurological diseases associated with aging, such as Alzheimer’s disease, and also include certain psychiatric disorders such as schizophrenia, bipolar disorder and depression. Through pioneering research conducted over more than 30 years, Nobel Laureate Dr. Eric Kandel, one of MP’s scientific founders, identified critical cellular pathways and biological targets involved in memory formation. This research, which was published in the 1990s, served as the cornerstone