Johnson & Johnson
Strategic Market Entry & Alignment
‘Aligning Johnson & Johnson’s Credo with the New Health Reform in New Zealand’
Strategic Market Entry & Alignment
Helping Johnson & Johnson explore new market opportunities to enter new markets within New Zealand, with a focus on aligning it to the company’s grounding document, which they use to navigate big decisions (J&J Original Credo).
The goal was to identify potential opportunities arising from aligning the company’s Credo with New Zealand’s new healthcare reform and to find areas where the two could converge. The second phase of the project involved developing strategic recommendations and solutions that Johnson & Johnson could follow to achieve this alignment and position the brand positively within New Zealand’s market.
The Challenge
1.Market Analysis & Opportunity Differentiation
To gain a comprehensive understanding of Johnson & Johnson and its internal culture, we immersed ourselves within the organization. We conducted extensive primary and secondary research, including in-depth interviews with J&J employees, yielding valuable insights into the company’s operations and values. Additionally, we performed thorough secondary research on New Zealand’s healthcare reform to develop a detailed understanding of the new regulatory environment.
2. Strategic Recommendations
Based on our research and feedback sessions with key stakeholders, we formulated three strategic recommendations for Johnson & Johnson to pursue.
3. Implementation Plans and Risk Management
Implemented plans that included timelines, resource allocation, and key actions.
Identified potential risks and challenges that aligned with the healthcare reform and proposed mitigation strategies
4. Brand Differentiation - Brand Messaging & Stakeholder Engagement
5. Performance Measurement
The Approach
Strategic Alignment:
Value Congruence: By immersing ourselves within J&J and aligning the company’s Credo with New Zealand’s healthcare reform, the company ensures its values are congruent with the new market’s regulatory and ethical standards.
Informed Decision-Making: Insights gained from primary and secondary research enable more informed decision-making, ensuring strategies are based on robust data and stakeholder perspectives.
Market Entry:
Opportunity Identification: Comprehensive market analysis helped identify specific opportunities where J&J could effectively enter and compete within New Zealand’s healthcare market.
Tailored Strategies: The three key recommendations, informed by research, provide clear, actionable strategies tailored to the unique landscape of New Zealand’s healthcare system.
Enhanced Brand Positioning:
Positive Differentiation: By aligning with the healthcare reform and emphasizing the company’s Credo, J&J can position itself as a values-driven and socially responsible brand, differentiating it from competitors.
Stakeholder Trust: Engaging with stakeholders and incorporating their feedback fosters trust and builds strong relationships, essential for long-term success in a new market.
Human-Centered Design Implementation:
Customer-Centric Solutions: Applying a human-centered design approach ensures that the strategy is crafted with a deep understanding of the needs and experiences of patients and healthcare providers, leading to more relevant and impactful solutions.
Innovative Insights: This approach brings innovative insights and recommendations that are empathetic to the end-users, leading to solutions that resonate well with the target audience.
Organizational Growth and Learning:
Cultural Integration: Immersing in J&J’s internal culture helps the company understand and address any internal challenges, fostering a culture of continuous improvement and adaptability.
Capacity Building: The process of research, stakeholder engagement, and strategy formulation builds the company’s capacity to tackle similar challenges in other markets.
In summary, this approach not only facilitated a successful market entry for Johnson & Johnson in New Zealand but also strengthened its brand, aligned its values with local reforms, and enhanced its ability to deliver customer-centric solutions.
Outcome
Role: Business Strategists, User Experience Designers, User Researchers
Duration: 12 Weeks
Partner Name: Johnson & Johnson
Tools Used: Google Forms, Microsoft PowerPoint for SWOT analysis, Government and healthcare reports, Canva, InDesign, Illustrator, Miro, Photoshop