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This case study is about Johnson & Johnson, an American multinational medical devices, pharmaceutical and consumer packaged goods company ( (Links to an external site.)).
Among its well-known consumer products are the Band-Aid (Links to an external site.) Brand line of bandages, Tylenol (Links to an external site.) medications, Johnson’s baby (Links to an external site.) products, Neutrogena (Links to an external site.) skin and beauty products (Links to an external site.), Clean & Clear (Links to an external site.) facial wash and Acuvue (Links to an external site.) contact lenses (Links to an external site.).
This case is focused on their baby care line, for which they have been a household name for decades. However, after missing out on major shifts in consumer tastes and watching sales stall, Johnson & Johnson has remade its baby line from head to toe.
Answer the questions below after reading the article Bringing Up Baby’s Market Share at J&J – WSJ.pdf
1. Why are Johnson & Johnson’s baby products so important to the company, even though they don’t account for the majority of the company’s sales or profits?
2. What types of companies and brands have been able to capture market share from Johnson & Johnson in the baby products category? Why?
3. List and briefly describe the strategic actions that Johnson & Johnson has implemented in an effort to regain its lost market share in baby products.
4. Are there other strategies Johnson & Johnson could have implemented to avoid the 10-point decline in its baby products market share over time?
Your paper should consist of approximately 400-500 words. Please draw upon the concepts provided in the text, and any outside sources you identify. Remember to cite your sources.
Below is the criterial that will be used to evaluate your paper.


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