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Case
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Reference no. E512-002-1
Spanish language
Subject category: Marketing
Authors: Raquel Puente (IESA); Sofia Esqueda (IESA)
Published in: 2012
Length: 16 pages
Data source: Field research

Abstract

This is a Spanish version. This is part of a case series. Laboratorios Vita is a Venezuelan company that produces pharmaceutical products. In the nineties, legal regulations changed and drugs that formerly required medical prescription were then freely sold. Additionally, in 2000 the Government authorized the sale of non prescription drugs in stores other than pharmacies. The company needed to rethink their options to decide whether to continue growing in the Venezuelan pharmaceutical market or consider other options. Case (B) was designed to be used in conjunction with the case (A). Teaching Objectives are: Analyze the personal care market in Venezuela, in order to identify opportunities and threats for Laboratorios Vita; Develop a strategy for long-term growth for Laboratorios Vita, from 2003, that takes into consideration the new pharmaceutical environment in Venezuela; Develop a marketing strategy (market sector, value proposition, etc) that enables the company to serve new customers (new markets). Additionally, develop the appropriate marketing mix. The case is recommended for postgraduate students.
Location:
Size:
Medium
Other setting(s):
2003

About

Abstract

This is a Spanish version. This is part of a case series. Laboratorios Vita is a Venezuelan company that produces pharmaceutical products. In the nineties, legal regulations changed and drugs that formerly required medical prescription were then freely sold. Additionally, in 2000 the Government authorized the sale of non prescription drugs in stores other than pharmacies. The company needed to rethink their options to decide whether to continue growing in the Venezuelan pharmaceutical market or consider other options. Case (B) was designed to be used in conjunction with the case (A). Teaching Objectives are: Analyze the personal care market in Venezuela, in order to identify opportunities and threats for Laboratorios Vita; Develop a strategy for long-term growth for Laboratorios Vita, from 2003, that takes into consideration the new pharmaceutical environment in Venezuela; Develop a marketing strategy (market sector, value proposition, etc) that enables the company to serve new customers (new markets). Additionally, develop the appropriate marketing mix. The case is recommended for postgraduate students.

Settings

Location:
Size:
Medium
Other setting(s):
2003

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