SWOT analysis is very instrumental at this stage. One can also employ the use of well structured questionnaires so as to achieve broader and a deeper scrutiny of a problem or situation.
d). Developing options
At this stage one should come up with several probable options to the solution of a problem. Creativity is of essence here since it will help narrow down to the fewer most probable decision options. As the brands manager, I will have to look at the options of repackaging, re-branding, re-labeling, shifting the market focus, changing the product and so many other options that may be on the desk for consideration. At this stage I will use my creativity to close out some options that are further from the solution and concentrate on those that are close to the solution.
e). Evaluating alternatives
Once the alternatives have been narrowed down, then the fewer most probable alternatives are further evaluated so as to test their acceptability in that particular situation, the possibility of giving the desired results and also how feasible they are in the particular circumstance. In a nutshell this involves selecting the option that will help attain your objectives in the most efficiently. In our case, I shall have a closer look at the options of repackaging, re-branding, re-labeling, shifting the market focus, changing the product etc. And eliminate those that are not applicable to the counterfeit case. For instance changing the product will not be the best option bearing there are several other products the company deals in apart from the drugs that are a victim to the counterfeit scheme.
f). Selecting a preferred alternative
At this stage, evaluation of the alternatives should be made in a manner leading to picking of the two or three of the top ranking options that you had at the evaluation stage. While settling for the alternative to implement it is advisable to consider the future undesirable outcome or consequences. Explore the risks that may be experienced when implementing the alternative. This is the stage that requires most critical thinking and ample time since the decision reached at will be final....
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