Bayer Co. baby aspirin case

(i)<Tab/>What is the key dilemma in the case? We believe that the key dilemma that is facing the Bayer AG Corporation is what should be the future plans for Children's Aspirin? The first thing to be considered is does Bayer stay the course, does it completely phase out the product or does it re-launch the same product under a new name? Second, how will this affect the rest of …

…other companies does this case offer? The greatest implication in this case is the amount of market share and profit that will be lost to competition if Bayer decides to retract the Children's Aspirin brand. The competition that produces aspirin products should be looking closely at entering this market and challenging Bayer AG. Also a retraction of this product would lead to a huge gain for the competition and a big loss for Bayer AG.