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Internal Factor Evaluation

Critical Success Factors Weight Rating Weighted Score

Strengths
� Strong name recognition from prescription drug users 0.10 4 .40
� Strategic alliances create stronger marketing to consumers 0.08 4 .32
� FDA approval is less time consuming and less expensive for OTC 0.12 4 .48
� Prevention claim distinguishes Pepcid AC from competitors 0.13 3 .39
� Recruiting pharmacist proved successful 0.07 3 .21
� Sales and profit projection encouraged drug stores to actively promote product 0.08 3 .24

Weaknesses
� Over the counter version could drive the price of the prescription down 0.15 1 .15
� Simultaneous studies prove costly 0.05 1 .05
� First to the market may not occur 0.08 2 .16
� Tagamet leading in FDA approval 0.14 2 .28

Total Score 1.00 2.68

External Factor Evaluation

Critical Success Factors Weight Rating......

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Approximate Word Count: 1194
Approximate Pages: 5 (250 words per double-spaced page)

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