Capstone Projects

Strategic Marketing and Competitive Analysis of Preclinical Ophthalmic Contract Research Organizations (CROs)

Program: Applied Biotechnology Master's — Business Management
Host Company: Experimentica
Location: Not Specified (remote)
Student: Emily Fish

I worked alongside Experimentica to provide a competitive analysis of contract research organizations that specialize in the preclinical ophthalmic space. The goal of this project is to analyze Experimentica’s marketing analytics to identify areas for improvement, relative to their competitors. This will help them improve their marketing and communication strategies to drive growth and reach their target customers more effectively. The report includes an overview of their relevant competitors with comparative marketing analytics that summarizes company information, SEO data, and website and social media metrics. A SWOT analysis is conducted to further interpret the data and provide insight into Experimentica’s relative strengths, weaknesses, opportunities, and threats. From here, Experimentica can review my feedback and recommendations and set new goals to optimize their marketing capabilities.