The purpose of this individual study is creating a strategic plan for Hypercholesterolemia Medicines (Xarator; Atorvastatin) which is second brand of Lipitor; Atorvastatin. The research includes analyzing Industry, the competitors (Generic brand) and treatment paradigm in order to find the strengths and weakness of Xarator. After gathering all the data, it can be analyzed to develop an appropriate strategy.
From this study, Atorvastatin is the highest growth in statin market. This medicine was considered to use in patients who can’t achieve LDL-C targt by Simvastatin as first-line medicine. Furthermore, Xarator’s strength is high efficacy, safety and lower price that related to factor that doctors use to select medicine. So, Xarator is the best option for patients with hypercholesterolomia. In summary, Xarator will use Differentiate Strategy to maximize profit and gain market share in statin market.