At which stage of the industry product life cycle

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Sprout Pharmaceuticals recently received FDA approval to introduce Addyi, the first prescription drug to boost female libido and introduced to the U.S. market in 2016. Other competitors are expected to enter the market that has an estimated potential of $2 Billion in U.S. sales alone. One potential competitor, Palatin Technologies, is close to finishing clinical trials and seeking FDA approval. Analysts estimate that Addyi could generate sales initially of $200 Million in 2017. (a) At which stage of the “industry” product life cycle did Addyi enter the U. S. market? Explain? (b) What do the market measurements suggest with regards to the need for pursuing primary vs. selective demand strategies?

Reference no: EM131437083

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