Participants represent the UK marketing team for an international pharmaceutical company. The task is to draw up a business case and marketing plan for the launch of a new product into Europe. Participants are given information relating to the new product and its position within both the company’s existing product portfolio and the external market. The marketing plan should include a financial assessment, covering projected sales, profitability and anticipated A & P spend. The exercise also includes an optional ‘update’ (given to participants part way through the discussion, and aiming to assess how the team adapts to new information) that provides information concerning a competitor’s imminent rival launch.