Chapter 2 Strategic Planning

Johnson & Johnsons strategic plan is for the direction of the Company to remain a broadly-based human health care company for the consumer, pharmaceutical and medical device and diagnostics markets. The product I chose from J&J is Tylenol. To see Tylenols strategic plan we have to go back to when it was first introduced into the market (1953-1955). At that time Bayer aspirin was the leader in the over the counter prescription pain reliever market. Tylenol had to make a choice to go head to head with Bayer or try and find a way to serve a need that bayer customers had. Well Bayer is aspirin and aspirin was known to irritate the stomach, so tylenol decided to create advertisements that focused on that fear as you can see in one of the advertisements I have posted. Tylenol is acetominophen which was not harsh on the stomach and was safe for people with stomach ulcers. Today Tylenol controls over 30% of the over the counter pain reliever market and there are over 30+ different tylenols -for coughs, childrens, allergy, pm , daytime , liquid, extra strength etc...