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Case Write Up: Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug

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Case write-ups should be 2-3 pages (single-spaced OK), in 11+ point font, with additional exhibits as required.

Answer the following questions:
1. What is the decision making process for Metabical? Who is involved? What role do they play? What are the stages in the process?
2. Who is the optimal target market? Define the segment. Evaluate its attractiveness
3. Which Position best uses the relative strengths of Metabical? For consumers? Health care professionals?

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