Crestor

AstraZeneca is preparing for the launch of Crestor, the company's first entrant in the enormous and fast growing statin category. The team responsible for the product launch is considering how best to bring Crestor to market. Should AstraZeneca simply follow the example set by Pfizer with the exceptionally successful launch of Lipitor? Or should the company instead launch Crestor as a niche product? The primary focus of the case is new product strategy. The case is unique because it can be used to teach new product strategy for both emerging and established categories. The case can also be used to teach competitive strategy.