In 2021, the pharmaceutical giant GlaxoSmithKline plc was considering going beyond its existing line of treatment drugs for HIV and AIDS and enter the pre-exposure prophylaxis segment of the market. The company would be competing against market leading brands by Gilead Science Inc. To position its products against competitors, GlaxoSmithKline plc had to determine how to segment the pre-exposure prophylaxis market and identify its target consumers. Critical decisions were also necessary regarding the product itself (e.g., standard pill form versus innovative injectable form). A thoughtful and careful business decision on the delicate issue of HIV and AIDS treatment was needed, amid a changing and often divided political landscape. How could the company balance a sensitive business strategy with its financial performance objectives.