Johnson & Johnson

1.       High level of brand awareness and a brand value of USD 312.6 billion as of May 2016 according to Forbes[1]

2.       Benefiting from economies of scale due to the global extensive scope of operations

3.       Efficient delivery of marketing communication message across  a wide range of communication channels in an integrated manner

4.       Broad, yet focused brand portfolio

1.        Damage to the brand image due to series of CSR-related scandals such as the use of formaldehyde the payment of more than £50 million to the family of Jacqueline Fox due to the cancer case[2]

2.       A history of product recalls of more than 40 medicines

3.       Lack of flexibility of the business due to its large size of the company

4.       A history of engagement in many litigation cases over the years with negative implications on the brand image

1.        Avoiding the usage of harmful ingredients in products

2.       Focusing on restoring the image via effective CSR programs and initiatives

3.       Formation of strategic alliances with health companies

4.       Finding and exploiting new sources of competitive advantage

1.       Risks of new scandals caused by negative health implications associated with the use of Johnson & Johnson products

2.        Emergence of new spurious companies in developing countries with the brand names similar to Johnson & Johnson

3.       Increasing ranges of substitutes products and competitors with lower prices

4.       Certain products can be banned in certain countries due to health concerns